The iStore chain, one of the official distributors of Apple products in Israel, announced the expansion of its operations to Eilat with a new branch expected to open next week. The move, estimated at an investment of NIS 1 million, is defined by the chain as one of the central strategic steps for 2026, directly targeting one of the busiest and most competitive consumption hubs in Israel in the technology sector.
The new branch is planned in an operational structure different from the chain’s other points of sale. Instead of the traditional retail model, the focus in Eilat will be on a self-pickup experience (Click & Collect). Customers will be able to place orders in advance through the company’s website and come to the branch for quick product receipt. According to the company, the goal is to adapt operations to the shopping habits typical of visitors to the city, who seek efficiency and shorter waiting times.
Alongside sales, the move includes a significant element for the technical system in the southern region: The establishment of an official Apple service lab within the branch. This is the manufacturer’s first official service point in Eilat, a step intended to bridge the existing gap in the city between high sales volume and the lack of support centers and certified technicians. The lab will provide official technical support to device owners without the need to send them to central Israel.
Haim Zaguri, CEO of iStore, noted that the choice of Eilat stemmed from the need to provide a solution combining the digital space with physical service in a highly competitive city. According to him, the new model implemented in the branch – including pickup stations alongside guidance from professional representatives for initial setup – is intended to meet the needs of the current digital era. The combination of stock availability on the website with the local lab is expected to create a complete service package at Apple’s global standard, within the local commercial arena.