Simply Mac plans to open its third Texas store in Tyler this weekend.

The Apple retail and service provider will sell every Apple product available except for the iPhone, said Bryce Cranmer, Southwest regional manager for Simply Mac, adding that they are working on contracts to become an iPhone dealer.

"Tyler has a great demographic for us," he said. "This store will do phenomenally."

Simply Mac, based in Salt Lake City, was started in 2006 and has been steadily growing. Cranmer said that last year the company decided it wanted to do a rapid expansion and now has 13 stores nationwide.

Cranmer said they chose the 2,400-square-foot space that formerly housed half of the Hallmark store in Broadway Market Center, on the corner of South Broadway Avenue and Loop 323, because it's "the happening place to be in Tyler."

Tyler will be the third Texas location for Simply Mac. The first store in the state opened in Midland about three weeks ago, followed by one in Cedar Hill last weekend and Tyler's store this weekend. A Lubbock location will follow in November, he said.

Simply Mac is planning to open 12 to 14 stores across the country — from the Midwest to the Utah and Colorado areas — this year and is looking to double its size again next year. He said the growth will hopefully bring more stores to Texas, including possibly one in Longview.

Cranmer said smaller markets of 100,000-plus people, such as Tyler, do very well for Simply Mac.

Cranmer, of Dallas, who has been with the company for more than two years, said his job is to help develop and drive the culture of the company through marketing. His region includes Texas, Louisiana, Oklahoma, Kansas, Missouri and Nebraska.

He said the Tyler store will have 10 employees.

The store will be able to repair any Apple product, he said.

Simply Mac offers Apple computers, Apple iPods and iPads. Customers can trade in their old Apple products for credit to upgrade to the latest Apple technology, service their Apple products, in or out of warranty and buy accessories.

Cranmer was in Tyler Thursday, helping set up the store to open Friday.

Simply Mac will hold grand opening festivities from 9 a.m. to 1 p.m. Friday and Saturday. All attendees can enter for a chance to win prizes that include MacBook Airs, iPods, Apple accessories, T-shirts, up to $50 off an in-store purchase and a one-hour free Simply Answers training class.

"We're excited to bring Apple's innovative products closer to the people of Tyler," Steve Bain, Simply Mac's president, said in a statement. "This is one of 13 new locations we plan to open across several states this year."

Simply Mac stores are in Utah, Wyoming, Idaho, Colorado and Texas and this year will see locations open in Nebraska, Missouri and Shreveport, La., Cranmer said.

Simply Mac is part of the Spring Retail Group, which also owns and operates more than 70 wireless phone retail locations in Utah and Colorado.

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