Frequently asked questions
A week hosted by Amac at The Wall in Utrecht, connecting the Apple Premium Partner community with the wider retail world. It combines two programmes: APP Leadership and APP Product. On Thursday and Friday, APP leaders continue at the RetailRunsoniOS City Retreat, which has its own website.
Because the best lessons in this business come from other partners. Running an Apple Premium Partner is a very specific business, and in most countries only a handful of companies do it, so your closest peers are usually abroad. We have done this on a smaller scale before and found it very valuable. Now we are opening it up to the whole community.
The advisory boards are working on it. This event is about the Apple partner business, and every partner depends on Apple’s support, so the boards want Apple in the room. They are in conversation with Apple to find the right people in Apple retail to take part. News will be shared here once it is confirmed.
All sessions are held in English.
Anyone your APP or APR chooses to send. That includes C-level leaders, directors and executives, product and purchasing teams, and colleagues from functions such as marketing who will benefit from the conversations. Vendors take part in APP Product after review by the APP Product Advisory Board.
There is no fixed limit. Send the people who will get the most out of it.
It depends on your role:
- APP leaders and executives: APP Leadership on Wednesday, then the RetailRunsoniOS City Retreat on Thursday and Friday.
- Product, purchasing and assortment teams: APP Product, Wednesday to Friday.
- Vendors: APP Product, Wednesday to Friday.
Only APP leaders can attend across programmes. APP Leadership and the City Retreat are not open to product teams or vendors.
View the week at a glanceParticipation is complimentary for registered APP and APR delegates, including programme meals (excluding breakfast) and transfers between the city centre and the venue. Guests cover their own flights, accommodation and breakfast.
Every attendee registers individually through the partner form on amac.nl, using their own company email address. Choose your primary programme; Leadership participants also receive access to APP Product, so there is no need to register twice. Registration is open to people working for Apple Premium Partners and Apple Premium Resellers. Submitting the form does not automatically confirm attendance; you receive a separate confirmation email once your registration has been approved.
Register to attendThe strategic questions APP leaders face, and the scope is broad: growth and profitability, technology and operations, marketing, people and more. The APP Leadership Advisory Board chooses the topics, so every session deals with a decision leaders are actually making.
Two advisory boards of APP representatives select the topics, speakers and vendors for APP Leadership and APP Product.
Meet the boardsYes. Email Events@Amac.nl with a working title, why it matters to other partners, who presents and the one takeaway. The advisory board reviews every proposal, and we let you know either way.
How we select talksEarly 2027, once the advisory boards have set the topics and speakers.
Yes, for registered guests. All evening activities are optional. Vendors are invited to the Wednesday and Thursday dinners.
APP Product closes mid-afternoon on Friday 5 March, so please plan your journey home for after 15:00. The RetailRunsoniOS City Retreat ends with lunch on Friday. Optional closing drinks follow at Adyen in Amsterdam (TBC).
From Amsterdam Schiphol, take the direct train to Utrecht Centraal (about 30 minutes) and use our event taxis from the city centre, or take a taxi directly (about 40 minutes). By car, The Wall is directly on the A2.
Getting there in detailWe recommend one of our supporting hotels in Utrecht city centre. You can book directly with the hotel, or wait for our booking link, which follows soon.
View hotelsEvent taxis run between the pickup point on Catharijnesingel, near TivoliVredenburg, and The Wall on every event day. If you stay outside the city centre, please arrange your own transport.
Invited brands receive the sponsor pack, which compares the five packages. Express your interest through the vendor form; the APP Product Advisory Board reviews vendor participation. Have not received the sponsor pack? Email events@amac.nl.
Vendor opportunitiesNo. Vendor passes cover APP Product: the morning sessions, the expo, and the Wednesday and Thursday dinners. APP Leadership and the RetailRunsoniOS City Retreat are not open to vendors.
On Wednesday and Thursday afternoon, the organiser arranges 30-minute meetings between vendors and partner delegations, based on shared preferences and availability. Relevant new connections take priority.
Vendors may propose a session, which the board reviews like any other. Sales pitches and catalogue presentations are not accepted; product demonstrations belong at the expo.
No. Vendors arrange and pay for their own hotels, flights and transfers. The hotel booking link is available to vendors too.