Apple’s European chief says the company is an agent of disruptive industry change, confirms the company is seeing colossal growth in Europe – and seems a little anxious about iPod nano sales.

Speaking to the Guardian, Pascal Cagni, Apple’s general manager and vice-president, EMEA, came on strong: “We have right now the best ever product line, we keep saying this, and it’s fuelled by the fact you have got the portable line where we display growth of 35% year-on-year.”

Cagni confirmed that Europe’s education markets are falling for Apple products, with “immense success all over Europe” in back to school sales.

Not just that, but also in market share the Apple star is shining, he confirmed, “We have typically above 20-25% market share in each of the [European] countries.

Cagni talks a little about Apple’s retail strategy – its online store, own-brand retail stores, premium resellers and high street retailers.

“Our position in the US is at a higher base, penetration of computers is even higher there,” he said, adding, “Last year, in 09, we had more openings outside the US than in the US. Europe is full of potential. And our online stores are seen and recognised as one of the best ecommerce sites for consumer experience.”

On iPod nano sales, he notes, “We believe it [the market] is not doing justice to the [iPod] nano, where for £115 you’ve got 8GB plus the camera… We renewed the category.”

“Our job is to better carry the message. We need to express it better so that people get convinced of what we do.”

Additional factoids from the report:

–  EU has faster growth than in the US because “penetration of computers is even higher there”.

– The company is about open its 23rd store in the UK.

– iPhone price war?: Orange and Vodafone will start selling the iPhone by early next year along with O2, but Cagni won’t confirm whether that could change the handset’s price, only saying “we don’t dictate the price”.

—No Beatles for sale: “I would love to say yes, but nothing to announce.”

About the Author