Apple opens SA iTunes store

Apple has opened a South African portal for its famous iTunes media distribution service.

However, pundits say this is only for the future launch of its 3G iPhone and will exclude music and video downloads.

Cellular network operator Vodacom, due to its part ownership by Vodafone, will sell the iPhone in SA in the near future. The opening of an iTunes store for this country will allow users to download applications for the iPhone and the iPod Touch.

Vodacom spokesperson Dot Field says she is not able to comment on Vodacom's launch of the iPhone. However, market speculation is that the local launch could be as soon as August or September.

"Having a South African point of presence on iTunes shows Apple does think this country is important," says Robin Olivier, a director at Apple Centre Digicape. "It is important even if we are not on the phase one of the iPhone roll-out, or even phase two."

Olivier says Apple has stated its plans to roll out the iPhone to 79 countries in total, of which only nine actually have fully-fledged iTunes stores.

Alan Goldberg, MD of another Apple Centre, Project 3, says: "Without a doubt, the opening of a South African iTunes store is in preparation for the launch of the iPhone. Apple saw how problematic the initial launch of the phone was on 11 July and they want a smoother launch this time."

Goldberg says more than one million iPhones were sold within the first three days of the US and European launch. International media reports indicate about 10 million applications were signed during this time, he notes.

"The thing about iTunes is that it is the model for software distribution. It is a great media distributor; for instance, companies can use it to distribute their own software to their staff," he says.

Goldberg points out iTunes takes on a different flavour for each of the countries it has a presence; for instance, the UK and the US services are quite different.

However, music and movies are unlikely to be downloadable for some time.

"A lot will depend on just how far down the contractual negotiating road Apple is prepared to go with the record licensing companies," Goldberg says.

Olivier says Apple has made the development of applications so easy that there will be opportunities for local developers.

"We are in the process of finalising a bird-watching application that will use GPS coordinates that will call up pictures and species to be found within a certain area," he says.

Both Goldberg and Olivier say the clue to the iPhone's imminent arrival will be the start of some kind of advertising awareness campaign by Vodacom.

"Vodacom is good at running with the marketing hype and this is an opportunity they would not like to miss out on," says Goldberg.

Olivier says: "From what I have heard, the Vodacom resellers are ready to go. They have all their advertising promotion material ready and they are just waiting for the green light."