Apple Australia is to open five Apple Stores within Australian retail chains before Christmas.

The stores will be Apple-branded and staffed by Apple Solution Consultants. Apple Australia marketing director Arno Lenior Lenior said: "We are in the process of recruiting five people for the David Jones and Harvey Norman stores in time for the openings in Melbourne, Adelaide, Perth and the Gold Coast on December 1.

Previous attempts to apply this concept in Australian stores were unsuccessful. Lenior told Australian IT: "The retail experience did not work in the past because the company let other people tell the story for us. Retailers have a high turnover of staff and it was difficult to keep them trained up."

A pilot of the "store within a store" concept has been running at the David Jones store in Sydney since May this year. According to Lenior "the initiative has exceeded expectations".

He added: "Having Apple stores in high-traffic locations is key to Apple's strategy, and new resellers will now be encouraged to open in high profile locations."

The news follows the announcement by Tim Cook, Apple's executive VP of worldwide sales and operations, that there are now 300 Apple Solution Consultants installed in retail outlets worldwide.