Apple makes a killing out of the channel

Although  its own retail stores attract most of the attention, Apple is making a killing out of the channel.

Figures released today by IT market research company Context show that sales of all Apple products through non-Apple owned IT distribution channels in Western Europe grew 42 percent in comparison to the same period one year ago.

The Context Vendor Performance Monitor (VPM), which tracks actual actual sales performance by IT vendors across Europe, shows that the growth in sales was on the back of the iPad.

More than one million units were channeled to the market via IT distribution in Europe over the past two quarters. Revenues accounted for by iPad sales grew 180 percent in Q1 2012 compared to the same period last year.

Apple’s notebook sales grew 4.2 percent during the same period while the overall notebook market fell 8.9 percent.

The Monitor also showed how many smartphones were being channeled to market via IT distribution. Over 54 percent more revenues were tracked in Q1 2012 than the same period a year ago. Sales of its iPhones were up 120.8 percent during the same period.

Jeremy Davies, CEO and co-founder at Context said that Apple was historically much more of a retail player. But the figures show that the company is clearly engaging more with IT channels in an attempt to get increased traction in the consumer space across Europe, he said.

However, while the channel might be good for Apple, it has not been without some controversy. Some channel resellers have been moaning that not enough units are going into the channel.

eBizcuss, the largest reseller in France, took Apple to court – claiming that the company was favouring its own stores when it shipped out technology.