Apple, the U.S.-based consumer electronics firm, is opening a marketing office in Israel to handle contacts with cellular service providers and its two Israeli retail distributors, iDigital and C-Data. It is also to expand the presence of the Apple brand here.
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Apple already has a substantial Israeli research and development presence following its acquisition of Anobit and PrimeSense. The new marketing office in Herzliya, just north of Tel Aviv, will be staffed by five to eight people and directed by Nir Ayalon, 38, an Apple employee who had been based in Britain and oversaw the company’s Israel operations for several years from there.
He established the office here this month and will be responsible for Apple’s Israeli marketing operations, although the advertising budget is expected to be relatively modest – about a million shekels ($280,000). Ayalon oversaw the introduction of C-Data as an authorized dealer of Apple products in addition to iDitigal, a move that was viewed as a success. Israel’s cellular service providers also sell Apple products.