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According to En Pointe Technologies' Khan, Apple has made some improvement in the channel this year. For example, he said, the company is inviting partners to its headquarters in Cupertino, Calif., and giving them more insight into product reselling opportunities and special offers.
"So far this year I see the progress," said Khan. "They are making improvements, but there is more room to improve to capture more market. HP, Lenovo and Dell have already mastered this area while Apple is more new to this."
One area of concern for En Pointe is the education market; Apple's current policy involves selling directly to the education market, said Khan. "We cannot sell to education. We want to but cannot," said Khan. "We have a large education customer base, and a big thing for Apple would be to have a selective channel for the education market. It would be a huge deal for us."
Although Apple seems to have progressed slightly in the channel, Breakthrough Technology Group's Kantorowitz said the company needs to realize that partners are able to help sell devices instead of neglecting them.
"If partners don't feel like they are going to make a living off selling the devices," Kantorowitz said, "then they will think they are going to make a lot more selling something else as equally as good."