A new company is offering cut-price repairs to Apple products – on the doorstep of the technology giant’s gleaming new Edinburgh flagship store.
Simply Fix it has declared a gadget war by opening its new premises on Waverley Steps – just yards from the where the Californian company’s new store is likely to be based.
The independent company hopes to benefit from the scores of customers expected to flock to the new Apple store.
Regional manager Scott Wilkinson, hand selected the site after hearing the computing colossus could be based on Princes Street.
He said: “We picked Waverley Steps when we heard Apple were coming here. It was a no-brainer really.
“Our staff are all Apple certified technicians that specialise in repairs and we’ll do it while you wait. A lot of people don’t want their iPhones or Macs sent away or replaced because they need them and don’t want to lose what’s on there.
“If you are offering a good service using well-trained staff and good quality products then it’s the customer that wins.
“They are a good company and we are just trying to work off the back of them.
“I guess it’s a sort of David vs Goliath story. The winners are obviously the Mac users who will see some competition with repair prices for Macs.” Rumours have circulated for months that the former Burger King site in the East End was to be taken over by Apple although Apple itself has remained tight-lipped about its plans for the Capital.
Plans were submitted to the city council by MPA Architects – designers of the London Apple shop – which bear great similarity to existing stores.
Adverts for staff were also posted on the company’s website in April – saying they had “new opportunities” in the Capital. Simply Fix It is hoping to tap into the repairs market by carrying out jobs like replacing smashed screens and motherboards and fixing liquid damage to iPads and iPhones at a fraction of the cost of replacing them.
Store manager David Taylor, who worked for Apple prior to Simply Fix It, said it gives customers an option. He said: “The feedback we’ve had in the first couple of weeks has been great.”
The idea has won plaudits from local businesses. One said: “It’s a good idea – Edinburgh thrives on competition.”
No one at Apple could be reached to comment.