{"id":702174,"date":"2026-05-14T00:00:00","date_gmt":"2026-05-14T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/?p=702174"},"modified":"2026-05-14T03:06:46","modified_gmt":"2026-05-14T03:06:46","slug":"how-tradeline-survived-two-years-without-a-reliable-iphone-supply","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2026\/05\/14\/how-tradeline-survived-two-years-without-a-reliable-iphone-supply\/","title":{"rendered":"How Tradeline survived two years without a reliable iPhone supply"},"content":{"rendered":"<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"> <strong>Tradeline lost most of two iPhone cycles to Egypt\u2019s FX crisis \u2014 and is now <\/strong><strong>selling iPhones in Egypt earlier than ever before. <\/strong>The country\u2019s largest Apple premium reseller saw revenue fall 58% between 2022 and 2024 as type approval delays, currency controls, and a swelling gray market collectively shut it out of its core product line for nearly two years.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The recovery is now visible: <\/strong>Tradeline launched the iPhone 17 in September, weeks ahead of the October-November window it had been working with since the company was founded in 1993. \u201cWe are back and even better,\u201d CEO and co-founder Mohamed Medhat tells EnterpriseAM.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The September launch is the clearest signal yet that the import regime has normalized. <\/strong>For a mono-brand Apple retailer, type approval timing is not a back-office issue \u2014 it is the business. Both the iPhone 14 and iPhone 15 cycles reached the Egyptian market with approvals arriving late, in some cases as late as August, compressing the commercial window for premium devices that depend on launching alongside global availability. Getting the iPhone 17 into stores in September puts Tradeline ahead of the calendar it has historically followed. \u201cThe process of type approval now is swifter than ever,\u201d Medhat said.<\/p>\n<p><strong>SOUND SMART- <\/strong>Type approval is the regulatory gate every iPhone has to clear before it can be sold in Egypt. Run by the National Telecommunications Regulatory Authority, it\u2019s a compulsory check that every piece of equipment with a communication element must pass before it can be imported, manufactured, or assembled in the country. Every new iPhone, iPad, and Mac is held at the border until the NTRA certificate lands, and how fast that happens is the difference between launching with the global cycle and launching weeks late.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The crisis years required a different company.<\/strong> Between mid-2022 and mid-2024, with iPhone supply throttled, Tradeline entered what Medhat called \u201csurvival mode\u201d in a <a target=\"_blank\" href=\"https:\/\/enterpriseam.com\/egypt\/2024\/08\/13\/meet-our-founder-of-the-week-tradelines-mohamed-medhat\/\" style=\"\">Founder of the Week interview<\/a> with EnterpriseAM last year. Hiring froze. The cost base was rebuilt from the ground up. Two of the company\u2019s 25 mono-brand stores were closed \u2014 a deliberately small number, Medhat said, because the wager was that the economy would recover and the footprint would be worth more than the short-term savings. \u201cWe didn\u2019t want to lose our main footprint in the market.\u201d<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The mix shifted toward customers least exposed to retail volatility.<\/strong> Corporate and institutional buyers of Macs and iPads \u2014 companies and schools, not consumers \u2014 became the demand pool Tradeline leaned on while iPhones were intermittently unavailable.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>\u201cWe started to focus more on corporate sales because these are the parties that use these devices more than the consumer,\u201d <\/strong>Medhat said. The shift wasn\u2019t a strategic reinvention so much as a recognition that B2B demand is structurally less sensitive to consumer FX shocks than B2C demand.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Tradeline also built a hedge against its mono-brand exposure.<\/strong> XPRS, a multi-brand retail format launched under the Tradeline umbrella during the crisis, sells locally assembled smartphones, PCs, and tablets from non-Apple manufacturers.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>At its peak during the import bottleneck, XPRS accounted for 25-30% of group revenue. <\/strong>As Apple supply normalized, that share settled closer to 15%. The category is now a structural feature of the business rather than a contingency \u2014 a recognition that concentration risk in a single brand was a vulnerability Tradeline didn\u2019t want to repeat.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Affordability is the other lever \u2014 and the hardest to measure. <\/strong>Installment financing has become a load-bearing channel for premium electronics retail in Egypt, where double-digit inflation and a weakened EGP have pushed the price of an iPhone Pro well beyond what most middle-class households can absorb in banknotes.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Tradeline\u2019s financing partner Valu says the structure also changes what people buy, not just whether they buy. <\/strong>\u201cA customer might enter intending to buy an iPhone 15, but then choose the Pro model when the difference becomes only a few hundred pounds per month,\u201d Valu's Head of Growth Dina Shalaby says. The effect is a trade-up dynamic that compounds the volume effect. Financing not only widens the buyer pool but also pushes the existing pool toward a higher-margin product.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Medhat would not put a number on the share of Tradeline sales now going through installments<\/strong>, saying only that it \u201cfluctuates from month to month based on the strength of the offers.\u201d The reluctance to disclose is itself a signal: financing matters enough that the answer is now competitive information.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Tradeline emerged from the crisis with a more diversified mix than it had going in <\/strong>\u2014 corporate sales doing more work, a multi-brand format absorbing brand-concentration risk, and financing structurally embedded in the consumer offer. None of these were part of the strategy in 2021. All of them are the strategy now. \u201cEvery time we go through these crises, we learn new skills,\u201d Medhat said. \u201cWe come out stronger, having acquired more skills than we had when we entered.\u201d<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>What\u2019s next: <\/strong>The September iPhone 17 launch is the test case for whether the new operating tempo holds. If approval timing stays steady through the next cycle, the recovery narrative is proven and Tradeline is back in expansion mode \u2014 Medhat says new stores are already in the pipeline. If approvals slip again on the iPhone 18, the diversification built during the crisis years will be tested as more than a hedge.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The country\u2019s largest Apple premium reseller saw revenue fall 58% between 2022 and 2024<\/p>\n","protected":false},"author":1,"featured_media":702175,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[12206],"tags":[12412,72,132],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-702174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-companies","tag-companies","tag-enterpriseam","tag-trade","wpautop","entry"],"acf":{"mongo_id":"e283750b-77f5-4f0d-9c23-5f0102a93ce3","order":"7","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2026\/5\/771.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Bearing fruit again","related_issue":[702162],"teaser":"The country\u2019s largest Apple premium reseller saw revenue fall 58% between 2022 and 2024"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - 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The cuts are the \u201cnatural result\u201d of the lower USD exchange rate and had Apple\u2019s blessing, Tradeline\u2019s Commercial Director Mohamed Medhat said.","rel":"","context":"In &quot;ON YOUR WAY OUT&quot;","block_context":{"text":"ON YOUR WAY OUT","link":"https:\/\/enterpriseam.com\/egypt\/category\/on-your-way-out\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":639721,"url":"https:\/\/enterpriseam.com\/egypt\/2024\/08\/13\/meet-our-founder-of-the-week-tradelines-mohamed-medhat\/","url_meta":{"origin":702174,"position":1},"title":"Meet our founder of the week: Tradeline\u2019s Mohamed Medhat","author":"enterpriseam admin","date":"13 August 2024","format":false,"excerpt":"Tradeline is the largest chain store in MENA dedicated solely to Apple","rel":"","context":"In &quot;Founder of the Week&quot;","block_context":{"text":"Founder of the Week","link":"https:\/\/enterpriseam.com\/egypt\/category\/newsmakers\/founder-of-the-week\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2024\/8\/997.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":585552,"url":"https:\/\/enterpriseam.com\/egypt\/2023\/04\/20\/so-you-broke-your-iphone-and-cant-replace-it-now-what\/","url_meta":{"origin":702174,"position":2},"title":"So you broke your iPhone and can\u2019t replace it. Now what?","author":"enterpriseam admin","date":"20 April 2023","format":false,"excerpt":"How to fix your Apple device in Egypt: It stands to reason that many of us (particularly those with the little ones at home) have dropped their phones one time too many or spilled a cup of coffee across their brand new laptop. And with the EGP being where it\u2026","rel":"","context":"In &quot;THE ENTERPRISE GUIDE&quot;","block_context":{"text":"THE ENTERPRISE GUIDE","link":"https:\/\/enterpriseam.com\/egypt\/category\/the-enterprise-guide\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2023\/4\/478.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":647253,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/05\/07\/egypt-is-the-sixth-most-expensive-place-in-the-world-to-buy-an-iphone\/","url_meta":{"origin":702174,"position":3},"title":"Egypt is the sixth most expensive place in the world to buy an iPhone","author":"enterpriseam admin","date":"7 May 2017","format":false,"excerpt":"Egypt is tied with Italy as the sixth-most expensive place in the world to buy an iPhone. Deutsche Bank\u2019s annual \u201cMapping the World\u2019s Prices\" report is out, and found Turkey, Brazil and Russia as the three most expensive places in which to acquire a 128 GB iPhone 7, according to\u2026","rel":"","context":"In &quot;Speed Round&quot;","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":543573,"url":"https:\/\/enterpriseam.com\/egypt\/2022\/02\/08\/mti-to-sell-apple-products-in-egypt-starting-3q2021\/","url_meta":{"origin":702174,"position":4},"title":"MTI to sell Apple products in Egypt starting 3Q2021","author":"enterpriseam admin","date":"8 February 2022","format":false,"excerpt":"iSheep rejoice: MM Group for Industry and International Trade (MTI) will sell Apple products in Egypt from 3Q2022 after signing an agreement with Apple Trading Egypt, it said in an EGX disclosure (pdf) yesterday. The move will give MTI an increased market share in the mobile phone distribution market, said\u2026","rel":"","context":"In &quot;Trade&quot;","block_context":{"text":"Trade","link":"https:\/\/enterpriseam.com\/egypt\/category\/trade\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2022\/2\/95.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":574604,"url":"https:\/\/enterpriseam.com\/egypt\/2020\/09\/15\/ci-capitals-souhoula-provides-installment-payment-option-through-retailers\/","url_meta":{"origin":702174,"position":5},"title":"CI Capital\u2019s Souhoula provides installment payment option through retailers","author":"enterpriseam admin","date":"15 September 2020","format":false,"excerpt":"CI Capital\u2019s consumer finance arm Souhoola has signed contracts with six brick and mortar and online retailers to allow customers to pay for their purchases in installments, Souhoola CEO Hazem Madani said, according to Al Mal. The retailers include Jumia, Apple reseller Tradeline, and Saudi appliance store Raneen. Souhoola is\u2026","rel":"","context":"In &quot;Banking + Finance&quot;","block_context":{"text":"Banking + Finance","link":"https:\/\/enterpriseam.com\/egypt\/category\/banking-finance\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/702174","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=702174"}],"version-history":[{"count":1,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/702174\/revisions"}],"predecessor-version":[{"id":702212,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/702174\/revisions\/702212"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/issue\/702162"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/702175"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=702174"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=702174"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=702174"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=702174"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=702174"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}