What Amac does

Amac is a Dutch consumer electronics retailer founded in 2005 and headquartered in Utrecht, operating as the reported sole Apple Premium Partner in the Netherlands. The company runs a multi-channel retail platform combining 47-50 physical stores across the Netherlands with an e-commerce site (www.amac.nl), a dedicated B2B division (Amac Pro), an education channel, and a student discount portal. Its product catalog centers on Apple hardware — Mac, iPhone, iPad, Apple Watch, Apple TV, HomePod, AirPods, and Beats — alongside a broad third-party accessories assortment from brands such as Belkin, Satechi, Logitech, Peak Design, Native Union, Twelve South, and Samsung. Amac also sells certified refurbished Apple devices with 100% original Apple parts. The technology layer is conventional retail/e-commerce infrastructure; there is no disclosed proprietary platform technology or AI capability.

The company operates a hardware-led revenue model complemented by a services stack that drives attach and retention. Hardware sales dominate, with unit-priced Apple products ranging from sub-€20 accessories to MacBooks above €1,099 and iPhones starting at €599. The services layer includes Apple-certified repair (including water-damage treatment), trade-in (Inruilservice) with periodic promotional top-ups, Amac Safe device protection, Amac Support technical assistance, Amac Trainingen training bundled with device purchases, and insurance products. Distribution combines physical retail, e-commerce with free home delivery and in-store pickup, and direct B2B/education sales channels. Pricing includes monthly installment options via Klarna. Customer segments span individual consumers (primary), corporate buyers (Amac Pro), educational institutions (Amac Pro Education), and students (student portal), with no named enterprise anchor customers in the disclosed data.

Name

Amac

Legal name

Amac

Website

https://amac.nl

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Amac is the Netherlands' Apple Premium Partner, operating 47-50 retail stores and an e-commerce platform that sell Apple hardware, third-party accessories, refurbished devices, and supporting services (repair, training, insurance, trade-in) to consumers, businesses, and educational institutions.

Ownership category

akta.pro rank

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Hardware Sales: Amac generates revenue primarily through the sale of Apple products including MacBooks, iPhones, iPads, Apple Watches, TV & Home products, and Audio devices, as well as third-party accessories from brands such as Belkin, Samsung, Logitech, Marshall, and others.
2. Services: Services include Apple device repairs (iPhone, iPad, Mac, Apple Watch, AirPods), insurance products (Amac Safe), technical support (Amac Support), device trade-in (Inruilservice), and training programs (Amac Trainingen).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Amac is the Netherlands' only Apple Premium Partner, retailing Apple's full consumer hardware lineup (Mac, iPhone, iPad, Apple Watch, Apple TV & Home, AirPods/Beats audio) alongside third-party Apple-compatible accessories, certified refurbished Apple devices, and proprietary after-sales services including in-store repairs, training, insurance, trade-in, and technical support. Distribution happens through 47-50 physical retail stores across the Netherlands, the amac.nl e-commerce site, and dedicated B2B (Amac Pro) and student portals, complemented by value-adds such as free delivery, complimentary training with device purchase, and 2-year warranty.

Product overview

Amac is a Dutch Apple Premium Partner retailer offering a comprehensive portfolio of Apple hardware products and related services. The core offering includes Apple Mac computers (MacBook, iMac, Mac mini, Mac Studio), iPhone smartphones, iPad tablets, Apple Watch wearables, Apple TV and smart home products, and Audio devices (AirPods, HomePod, Beats). These are complemented by a wide range of third-party Apple-compatible accessories from brands like Belkin, Satechi, Peak Design, Native Union, and others. Amac's service layer includes device repair (Apple-certified repairs for iPhone, iPad, Mac, Watch, AirPods), training programs, insurance, trade-in services, technical support, and the Amac Safe protection program. They also offer a dedicated Amac Pro service for business customers and sell certified refurbished Apple products with original parts. With 47-50 physical stores across the Netherlands combined with e-commerce delivery, Amac provides both online and offline purchasing options alongside installment payment plans.

Differentiator

Problem solved

Functional benefit

Brands

• Amac Pro: Business-focused division offering tailored Apple solutions and pricing for corporate customers and education institutions.

Products and services

• Apple Mac computers Apple Mac lineup including MacBook Neo, MacBook Air, MacBook Pro, iMac, Mac mini, and Mac Studio in various configurations with Apple silicon chips (M4, M5), sold to individual consumers, businesses, and educational institutions across the Netherlands.
• Apple iPhone smartphones Apple iPhone smartphones (iPhone 17 series, iPhone 16 series, iPhone 15 series, and older models), sold with iPhone accessories such as cases, chargers, cables, screen protectors, and card holders.
• Apple iPad tablets Apple iPad tablets including iPad Air, iPad Pro, iPad mini, and iPad 11-inch in various configurations with Apple M-series chips.
• Apple Watch smartwatches Apple Watch lineup including Apple Watch Series 11, Apple Watch Ultra 3, Apple Watch SE 3, and Apple Watch Series 10 with various band and case options.
• Apple TV and Home (TV & Woning) Apple TV 4K streaming devices, HomePod smart speakers, and smart home accessories including security systems, thermostats, and smart lighting.
• Apple Audio products Apple audio products including AirPods (standard, Pro, Max), Beats by Dr. Dre headphones and speakers, and HomePod speakers.
• Apple-compatible third-party accessories Third-party Apple-compatible accessories including cases, screen protectors, chargers, cables, MagSafe products, AirTags, data storage devices, adapters, hubs, keyboards, mice, and peripherals from brands such as Belkin, Satechi, Peak Design, Native Union, Twelve South, Logitech, Marshall, and others.
• Refurbished Apple products Certified pre-owned Apple devices with 100% original Apple parts, offered at reduced prices with warranty coverage.
• Apple Repair Services (Amac Reparatie) In-store and mail-in repair services for Apple devices including iPhone, iPad, Mac, Apple Watch, and AirPods, with additional water damage treatment capability.
• Amac Training services Training services for Apple devices, teaching customers how to get the most out of their Apple products with expert guidance; complimentary training is bundled with Apple device purchases.
• Amac Insurance / Amac Safe device protection Insurance and device protection services (Verzekeringen / Amac Safe) protecting Apple devices against damage, theft, and other incidents.
• Trade-In service (Inruilservice) Trade-in service allowing customers to exchange their current iPhone or iPad for credit toward a new Apple device purchase, with promotional bonus values offered periodically (e.g., €50 extra on top of trade-in value).
• Amac Support technical support Technical support services for Apple products including setup assistance, troubleshooting, and expert advice.
• Amac Pro business and education services Business- and education-oriented services providing tailored advice, corporate pricing, volume purchasing, deployment support, and pro services for companies and educational institutions implementing Apple products in the workplace.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Coolblue: Major Dutch multi-category electronics and home appliances retailer with both physical stores and a strong e-commerce operation. Directly competes with Amac on iPhones, Macs, iPads, accessories, and delivery/installation services across the same Dutch consumer base.
• MediaMarkt Netherlands: Large-format Dutch electronics big-box retailer carrying Apple products alongside a broad assortment of CE brands. Competes directly on iPhone, Mac, iPad, and accessories with comparable in-store advisory and pickup options.
• BCC (Basics & Computer Components): Dutch electronics retailer operating physical stores and e-commerce focused on consumer electronics, computing, and household appliances. Overlaps Amac on Apple hardware, computers, peripherals, and accessories for Dutch consumers.
• iCenter: Apple Premium Reseller operating across the Netherlands and Belgium with a similar advisory-led retail model. Closest direct head-to-head competitor in the Apple-specialist segment with overlapping product mix and service offerings.
• Switch (Apple Premium Reseller): Dutch Apple Premium Reseller with physical stores and a comparable assortment of Apple hardware, accessories, repairs, and trade-in services. Direct competitor for Apple-curious Dutch consumers seeking in-person advice.
• Alternate.nl: Dutch online specialist for computer hardware, components, peripherals, and Apple-adjacent products. Competes with Amac on Macs, accessories, and B2B/IT procurement for the same Dutch consumer and SMB audience.

Broad incumbents

• Apple Inc. (Apple Stores / apple.nl): Apple's own direct retail and online channel in the Netherlands. Competes head-to-head on the full Apple product lineup and services but is also Amac's most important supplier, creating a partner-and-rival dynamic.
• Amazon Netherlands: Major online marketplace and retailer selling Apple products, accessories, and competing electronics in the Netherlands. Pressures Amac on price, convenience, and selection through its dominant e-commerce proposition.
• Bol.com: Largest Dutch online marketplace with broad Apple product and accessories assortment. Competes primarily on convenience, delivery speed, and price rather than advisory service, but overlaps materially with Amac's online channel.

Emerging players

• Yourmacstore: Smaller Dutch online-focused Apple reseller and refurbished specialist. Partial overlap with Amac on Mac and iPad sales and refurbished inventory, particularly with price-sensitive Dutch consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/apramac
• YouTubeyoutube.com/channel/UCZ5Gx2t5nwRo8apv398zY5A
• Facebookfacebook.com/apramac
• Instagraminstagram.com/amac.stores
• LinkedInlinkedin.com/company/apramac

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amac