MacLife
MacLife is a founder-owned Apple Authorized Service Provider and independent Apple retailer in Boise, Idaho, offering warranty and non-warranty Mac repairs, hardware sales, onsite service, and SMB IT support to individual consumers and small businesses across the Treasure Valley since 2006.
- Company typePrivate
- Founded2006
- HeadquartersBoise, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What MacLife does
MacLife is a privately held, founder-operated Apple Authorized Service Provider and independent Apple retailer based in Boise, Idaho, serving the Treasure Valley market since 2006. The company operates from a single retail storefront at 10523 W. Overland Road, offering walk-in service without appointments, and extends its reach through onsite home and business visits with tiered travel fees covering communities from Caldwell and Middleton to Emmett and Mountain Home. Revenue is generated across three streams: repair services (Apple warranty work at no charge and non-warranty work at a $129 hourly rate), hardware sales (new Mac computers and iPads), and professional services including onsite delivery/setup, private training at $30 per half hour, and SMB-focused business IT services covering network management, security audits, data backup, and emergency support. All repair work is performed by Apple-certified technicians using authentic Apple parts, and the founders have been recognized by Apple as running one of the best service departments in the country.
The company's go-to-market motion is dual-channel: direct-to-consumer via the Boise storefront and content marketing through a tech articles blog, and enterprise field sales for SMB managed-IT contracts covering both Macs and PCs. Customer segmentation is horizontal, with individual Mac users as the primary segment and small-to-medium businesses as a secondary commercial segment. The technology stack is entirely Apple-centric, with no proprietary software products, APIs, AI/ML systems, or integrations disclosed.
The business is owned and operated by Erik Smith (Owner and Service Director, 20+ years in IS, IT, and electronic design/repair) and Kevin Love (Owner and General Manager, 20+ years of Mac consulting in professional music environments). The company has no external investors, no subsidiaries, and no parent company, making it a bootstrapped lifestyle/operating business rather than a venture-backed growth vehicle. Geographic footprint is restricted to the Treasure Valley region of Idaho, with no multi-state or national expansion evidence.
MacLife firmographics
Firmographics- Name
- MacLife
- Legal name
- MacLife
- Website
- https://maclifeboise.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MacLife is a founder-owned Apple Authorized Service Provider and independent Apple retailer in Boise, Idaho, offering warranty and non-warranty Mac repairs, hardware sales, onsite service, and SMB IT support to individual consumers and small businesses across the Treasure Valley since 2006.
- Ownership category
- akta.pro rank
Where MacLife is headquartered
LocationHeadquarters
- HQ city
- Boise
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MacLife business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Repair Services: Apple warranty repairs at no charge; non-warranty repairs at hourly rates starting at $129. Includes diagnostic services, data backup, tune-ups, RAM upgrades, and hard drive replacements.
- Onsite Services: Home/office delivery and setup of new Macs with data transfer, training, and network setup. Standard delivery $149 plus travel fees, private training at $30 per half hour.
- Hardware Sales: Sales of new Mac computers with same warranty as Apple corporate stores or online. Wide selection of accessories also available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard Hourly Rate for Non-Warranty Repairs |
| Other | Pay-as-you-go | Diagnostic Exam |
| Other | Pay-as-you-go | Data Backup |
| Other | Pay-as-you-go | Expedited Service |
| Other | Pay-as-you-go | Liquid Spill Inspection |
| Other | Pay-as-you-go | Mac Tune Up / Used Computer Check |
| Other | Pay-as-you-go | RAM Upgrades |
| Other | Pay-as-you-go | Hard Drive Replacement with Data Transfer |
| Other | Pay-as-you-go | OSX Installation and Setup |
| Other | Pay-as-you-go | Standard Delivery and Setup |
| Other | Pay-as-you-go | Private Training Sessions |
| Other | Pay-as-you-go | Travel Fees |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels2 records
MacLife product offering
Product offeringCore offering
MacLife is an Apple Authorized Service Provider and independent Apple retailer operating a walk-in retail and service storefront in Boise, Idaho. It sells new Mac computers and iPads, performs warranty and non-warranty repairs using authentic Apple parts, and delivers onsite setup, training, and business IT services for Mac and PC environments. The store is locally owned and has served the Treasure Valley community since 2006.
Product overview
MacLife is an Apple Authorized Service Provider and retailer offering a portfolio of products and services centered on Apple devices. The core product offering includes new Mac computers (iMac, Mac mini, MacBook Pro, MacBook Air) and iPad tablets sold with standard Apple warranty. Services include Apple warranty repairs, non-warranty repairs, onsite repair and training, and business IT services for network management and security. The company provides custom private training sessions and system upgrade services including RAM installation, hard drive replacement, and macOS setup. All repairs are performed by Apple-certified technicians using authentic Apple parts.
Differentiator
Problem solved
Functional benefit
Products and services
- Mac and iPad Sales
Quantifiable outcome
- High accuracy in diagnosing and completing repairs quickly
Companies that use MacLife
Customer profileSegments2 records
Ideal customer profiles2 records
MacLife technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MacLife partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ApplecoreMacLife is an Apple Authorized Service Provider. They perform Apple Warranty repairs on Mac computers at no charge with training directly from Apple. Their Apple Certified Technicians perform repairs at MacLife, customer homes, or businesses. They sell new Mac computers with the same warranty as Apple corporate stores or online.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
MacLife competitors and assessment
Company assessmentBroad incumbents
- Apple (Apple Retail Stores): Apple's direct retail and authorized service network represents the dominant incumbent that MacLife both sells for and competes against. Apple's own Apple Stores perform warranty repairs, sell the same hardware, and operate with broader hours and deeper inventory than any local AASP.
- Best Buy (Geek Squad): National consumer electronics retailer with Geek Squad as its Apple Authorized Service Provider arm. Geek Squad offers warranty and non-warranty Mac repair, in-store and in-home support, and training — directly overlapping MacLife's full service offering at much greater scale.
- Micro Center: Specialty consumer electronics retailer carrying deep Mac inventory and offering in-store warranty service. Micro Center competes with MacLife on both hardware breadth and the technical service/support layer, and is a closer analog on the independent retailer side than Best Buy.
Direct peers
- PowerMax: Long-running independent Apple Authorized Service Provider and reseller, historically based in the Pacific Northwest. PowerMax is one of the closest direct peers to MacLife, offering Apple warranty repair, hardware sales, business services, and training from an independent AASP footprint.
- Simply Mac: Apple Authorized Reseller and service provider operating as a specialty independent chain focused on Mac, iPad, and accessories with in-store training and support. Highly comparable business model to MacLife — independent AAR/AASP with similar scope of services.
- Experimac: Franchise-based Apple-focused retailer and repair provider selling pre-owned and new Apple devices with certified repair services. Operates with a similar independent Apple-specialist retail plus service proposition, scaled through franchising rather than corporate-owned.
- Simply Computing: Independent Apple Authorized Reseller and service provider offering Mac and iPad sales, repair, training, and small-business IT support. Closely mirrors MacLife's combination of consumer retail, repair services, and SMB IT work.
Regional players
- Small Dog Electronics (defunct but historically comparable): Was an independent Apple retailer and AASP serving Vermont and surrounding New England states — widely cited in the AASP community as a benchmark independent Apple store. Useful historical/structural peer, though it ceased retail operations.
Others
- SquareTrade / Allstate Protection Plans: Third-party device protection and extended warranty provider covering Macs and other Apple devices. An indirect ecosystem peer — competes for the same post-warranty service and repair dollars via mail-in and in-home service rather than the walk-in AASP model.
- iFixit: Consumer-facing DIY repair guides, tools, and parts retailer for Apple devices. Functions as an indirect competitor to paid repair services by enabling self-repair and is part of the broader trend toward repair democratization that pressures the local repair shop model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
MacLife social profiles
Digital presenceMacLife compliance and trust
Trust signalCompliance1 record
MacLife financial estimates
Financial estimateRevenue estimate
Valuation estimate
MacLife leadership team
Management profileNumber of profiles
Profiles2 records
MacLife funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MacLife M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MacLife
What does MacLife do?
MacLife is an Apple Authorized Service Provider and independent Apple retailer operating a walk-in retail and service storefront in Boise, Idaho. It sells new Mac computers and iPads, performs warranty and non-warranty repairs using authentic Apple parts, and delivers onsite setup, training, and business IT services for Mac and PC environments. The store is locally owned and has served the Treasure Valley community since 2006.
Is MacLife a public or private company?
MacLife is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MacLife founded?
MacLife was founded in 2006. It employs 11 to 50 people.
Where is MacLife based?
MacLife is headquartered in Boise, United States, in the North America region.
How does MacLife make money?
Three revenue lines are on record. Repair Services are the primary driver. The others are onsite Services and hardware Sales.
Who are MacLife's main competitors?
Broad incumbents on record are Apple (Apple Retail Stores), Best Buy (Geek Squad) and Micro Center. Direct peers are PowerMax, Simply Mac, Experimac and Simply Computing. Small Dog Electronics (defunct but historically comparable) is listed as a regional player. Others are SquareTrade / Allstate Protection Plans and iFixit.
Does MacLife have an API?
No public API is recorded for MacLife.