Tesco has announced it is to expand its Apple Zone concept after a successful trial.
The Apple zones will sell more than 75 Apple products and related accessories, including Apple Macs, iTunes voucher cards and iPods. Trained Apple and Tesco staff will offer advice to customers.
Tesco consumer electronics buyer Matt Leeser says: "Customers have responded really well to our Kingston Apple Area. They have enjoyed the shopping experience and the support of trained staff on hand. Rolling out these zones in further stores, Tesco is leading the way in this arena, offering a concept which allows customers to interact with the latest technology with fabulous service and all at great value for money.
"Partnering with key electronic brands such as Apple reflects our increasing presence and credibility in the electrical market."
Tesco says the move is "one of the latest in a list of innovative initiatives that Tesco has recently introduced to ensure that it is meeting customers’ growing home entertainment and technological requirements".
It has introduced new interactive areas where customers can test electronic goods, as well as watch CD and DVD previews, and take part in gaming demonstrations. It has also recently introduced a Sony Bravia LCD area in more than 20 stores.