Published in the summer 2011 issue of MyLIFE magazine
Photo by Michael Merone
For more than a decade, iStore has been providing Apple solutions to Arizona residents, businesses and school districts. In 1994, Steve Walker, iStore founder, began selling and servicing pre-owned Macintosh computers from his home. He soon realized that to more effectively serve his customers, the company needed more space for a service center and a showroom to display the used computers. So, in 1995, Re-Mac Computers opened in Mesa, Ariz.
Below is a recent Q & A session between Steve Walker and MyLIFE magazine.
MyLIFE: Steve, tell us about how the iStore was founded. What were some of the barriers you encountered before opening the store? What is your background that led you to where you are today?
Steve Walker: It’s actually not that exciting. I started back in 1995. I worked for a friend of mine and his family who had a little independent Apple store 15 years ago. They ran into some tough times, so I went out on my own. I put an ad in the Yellow Pages and sold computers out of my garage. People would call and I would qualify them over the phone, drive a bunch of computers out to their house—whatever two or three models I thought they would be interested in—and sold them used Macs.
MyLIFE: This was, obviously, way before Apple had retail stores?
Steve Walker: Well, they had re-sellers. But, yes, this was before Apple retail stores. Apple retail stores were established around 2001. In 1995, I opened a little store over by Fiesta Mall, and in 2001 I opened our Scottsdale store.
MyLIFE: Did you name them iStore right away?
Steve Walker: No, we were called Re-Mac initially. We re-branded to iStore in 2008.
MyLIFE: Did you encounter any problems with Apple licensing? Tell us a little about that transition and the relationship you have with Apple.
Steve Walker: The relationship is good. Apple has a lot of resources in place to support their re-sellers and Apple specialists, which is what we are. The biggest challenge is that they have their own corporate Apple retail stores, and there’s a lot of competitive “air” between our channel, the Apple specialists, the independents and the Apple retail stores. Apple is a “big monster.” Many different divisions and “almost companies” within a company, so to speak. It’s highly competitive. We’re in direct competition with our supplier, which makes it challenging.
MyLIFE: So what are a few of the differences between the iStore and Apple, from a customer’s perspective?
Steve Walker: We actually do a lot of the same thing. We provide a lot of the same services as far as the general sales go and the products and so forth. We get a broader range than Apple performs. We do on-site service. We can come out to your home and fix any problems, set up your computer, business consulting, IT support. If you have a business and you need someone to manage your technology, we become your outsourced help desk. We can provide all the service and support you need to keep that technology running as efficiently as they can be running, whereas, the Apple stores don’t venture outside of their stores for any services. You have to go to the Apple retail store, get what you need, and that’s it. We offer that, plus anything on-site.
MyLIFE: What about training?
Steve Walker: Historically, we’ve offered one-on-one training here in our store. So, you buy a package of training. You can buy time with our trainers and learn at your own pace. Learn whatever the content is you need to learn. If you want to learn how to edit a home movie, you can use your training time to do that, or maybe you’re trying to figure out GarageBand. We have actually recently released a new software product, AIR CARE, in which we’ve taken the in-store one-on-one training experience and we’ve taken it to remote service. So, you no longer need to come into the stores to get personalized training. You can stay at home in your pajamas, or at your office, and connect directly with one of our trainers. We can conduct that same one-on-one training.
MyLIFE: Have you always been an entrepreneur? Obviously you started, as you said, in your garage selling custom Mac systems to businesses and people.
Steve Walker: I grew up here in Mesa. I started a two-year mission for my church after high school when I was 19. After that, I dove right into the computer industry. I was 23 when I started Re-Mac.
MyLIFE: Interesting story, Steve. Thanks for your time.
Steve Walker: You’re welcome.
