ASBIS Group has recently announced that its subsidiary ASBIS Middle East FZE has signed an agreement with Apple Distribution International Ltd. to become a non-exclusive, independent value-added distributor of Apple products across 14 African countries.
The agreement expands ASBIS’ Apple distribution footprint into Algeria, Benin, Mali, Mauritania, Guinea, Burkina Faso, Niger, Guinea-Bissau, Ghana, Côte d’Ivoire, Sierra Leone, Liberia, the Republic of Cabo Verde and Togo. ASBIS said it is currently the only distributor of Apple products operating in these markets.
The new framework agreement, which has been signed for an indefinite period, covers the distribution of Apple’s portfolio of products, including iPhone, Mac computers, iPad, Apple TV, Apple Watch and Apple accessories.
ASBIS Middle East has completed the necessary operational setup to support the expanded distribution activities, with the first shipments of Apple products already delivered to the region. Through this agreement, ASBIS aims to strengthen access to Apple technologies for businesses, retailers and consumers across these high-growth African markets.
Following the agreement, ASBIS Group, through its subsidiaries, is now an authorized distributor of Apple products in 25 countries worldwide, doubling the number of markets where the company supports Apple’s distribution ecosystem.
Serhei Kostevitch, CEO of ASBIS Group, described the agreement as a significant milestone that strengthens the company’s position in emerging markets.
“The new contract with Apple is a significant milestone for us that substantially strengthens our position in the region. Thanks to this agreement, ASBIS doubles the number of countries in which, through its subsidiaries, it is an authorized distributor of Apple products,” Kostevitch said.
He added that the partnership reflects Apple’s confidence in ASBIS’ capabilities and its ability to scale operations across markets with strong growth potential.
“The countries covered by the agreement are characterized by a growing middle class, gradually developing digital infrastructure, and increasing demand for high-quality technological solutions, which creates a solid foundation for further growth of our business,” he added.
The expansion comes as African economies continue to accelerate digital transformation initiatives, driving demand for advanced mobile devices, personal computing solutions and connected technologies. Growing smartphone adoption, enterprise digitization and investments in digital infrastructure are creating new opportunities for technology providers and distribution partners.
With its expanded presence in Africa, ASBIS is positioned to support the increasing demand for premium technology solutions while strengthening its role as a value-added technology distributor across the EMEA region. The company continues to focus on building strategic partnerships with global technology brands and expanding its distribution capabilities in markets with long-term growth potential.
