CDW: Apple Moving More Direct

“Apple is moving more business to direct sales channels. Even though we still have a strong percentage of their channel sales, Apple&'s overall channel sales are lower compared to a year ago,” said Harry Harczak, executive vice president of marketing, purchasing and business development at CDW, Vernon Hills, Ill., during a conference call with analysts.

CDW did not detail which Apple products were involved, but noted that its notebook business fell 7.7 percent in the fourth quarter ended Dec. 31. Desktop revenue increased 2.8 percent, but Harczak said “desktop demand increased for thin clients and workstations while Apple declined as a result of moving to direct sales channels.”

CDW owns MacWarehouse, an online retail arm it purchased two years ago to sell Apple-related products.

Apple has moved some business away from the channel, confirmed one distribution source, who did not want to be named.

Solution providers said they were not surprised by CDW&'s remarks about increased direct sales from Apple.

“Everybody talks about that. It&'s all about availability. If it&'s the newest products, say the Mactel products, Apple stores get them first,” said Marcial Velez, president, Xperteks Computer Consultancy, New York. "Customers would never order from a reseller if it takes eight weeks to get the product. That&'s where the rub is. CDW doesn&'t have the availability either."

Apple has said it expects product shipment delays for its new Intel-based Macs due this quarter. CDW&'s Harczak said there were “certain allocation issues from one key vendor due to product transition issues,” but he did not say if the vendor was Apple.

Xpertek&'s Velez wants Apple to have a more active voice with its channel partners.

“They&'re not communicative. Every vendor communicates with us in one form or another," he said. "Can an Apple rep call once in a while? I&'ve been an Apple reseller for two years and an Apple rep has never called me.”