A new trend is sweeping Nigeria’s smartphone retail space as Apple-authorised resellers iStore and iConnect report surging demand for the iPhone 16 and iPhone 16 Plus.
With promotional offers slashing prices by up to ₦200,000, more Nigerians are choosing to buy directly from authorised retail stores — a sharp shift from the previous reliance on overseas purchases and grey-market vendors.
The campaign, launched in partnership with Redington, Apple’s official value-added distributor in Nigeria, is drawing crowds to iStore and iConnect outlets in Lagos and Abuja.
Customers are not only responding to the price cuts but also to the added value and peace of mind that come with buying authorised devices.
“Warranty, support, and legitimacy are becoming selling points, not afterthoughts,” said an industry executive familiar with the smartphone market in Nigeria.
Each iPhone bought at iStore or iConnect comes with a 24-month warranty, six months of accidental screen or liquid damage protection, and expert in-store support — benefits not available through unauthorised sellers.
Devices also feature the Redington sticker, confirming their authenticity and offering customers added confidence.
This shift, analysts say, reflects evolving consumer attitudes. “There’s now a stronger premium placed on trust,” the executive added, noting that increased awareness around authorised purchases is recalibrating how Nigerians approach high-end device ownership.
Beyond discounts, iStore and iConnect are offering device financing, trade-in options, and robust after-sales support — a strategic combination aimed at building long-term customer loyalty.
“Price is important, but peace of mind is more important,” said Tolu, a customer who purchased the iPhone 16 from iConnect at Palms Mall. “If I’m spending this much, I definitely want the expert support made available to me at all times.”
As inflation and economic uncertainty continue to affect purchasing power, Apple-authorised retailers are leaning into customer service and credibility as competitive advantages in Nigeria’s fragmented smartphone market.
Although the current promotional offers are available only while stocks last, early results suggest a new retail model is taking root. Rather than relying on rushed or unverified purchases, consumers are gravitating toward experience-driven, service-backed buying.
