Apple’s authorised retail push may pull Pakistan’s premium tech buyers from grey markets

The new store could improve after-sales support for Apple users in Pakistan

Airlink Communication will open Pakistan’s first Apple-authorised reseller store by the end of 2025. The company plans to launch the outlet in Dolmen Mall, Lahore, and will operate it under official reseller authorisation. This store will not be an Apple-owned flagship, but it will offer a premium retail experience built around Apple’s product lineup.

Airlink recently became a premium partner of GNEXT Technologies, Apple’s authorised distributor in Pakistan. Through this partnership, the company will retail iPhones, iPads, MacBooks, Apple Watches and genuine accessories. Apple products continue to attract strong demand in Pakistan due to performance, software support and status value, especially in major cities.

How could this change the market? 

The new store moves Pakistan’s premium electronics market closer to formal retail channels. Consumers will gain easier access to verified products, official warranties and structured support. This shift could reduce reliance on grey-market sellers, who often lack reliable after-sales service and genuine parts.

Airlink’s entry into premium retail also increases competition. Other brands may respond by improving service standards and launching their own authorised outlets. These improvements can raise expectations for customer experience across the entire sector.

Barriers to wider adoption

Despite the launch, affordability remains a major barrier. High import duties, taxes and currency instability keep Apple devices expensive. For now, the target market remains higher-income buyers in urban centres.

Grey-market sellers will still compete aggressively on price and availability. If the authorised store does not offer faster repairs, official spare parts and a dependable warranty process, many consumers may continue buying through informal channels.

Caveats and challenges to watch

• Not a flagship Apple Store: Service levels and product range may differ from Apple-owned outlets abroad.

• Potential launch delays: Retail build-outs, logistics and regulatory approvals can push timelines back.

• After-sales dependency: Trained technicians, spare-part supply and repair quality will determine consumer trust.

• Narrow customer segment: High pricing limits mainstream adoption.

Looking ahead

Airlink’s authorised Apple store marks an important step toward a more organised premium retail ecosystem in Pakistan. It improves access to genuine devices, encourages better service standards and introduces healthy competition.

However, the success of this venture depends on execution. If Airlink delivers reliable support, consistent inventory and a strong in-store experience, consumers may gradually shift away from grey-market channels. If it fails to meet expectations, the grey market will maintain its dominance.

For now, this move brings Pakistan closer to the retail maturity seen in other regional markets and signals increasing demand for trusted, official buying channels in the country’s tech landscape.