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Apple opened its first Scandinavian store in Sweden in September 2012 despite electronics and appliance specialist retailers in the country experiencing a 4% drop in value sales in 2012. Despite competition from much larger retailers such as Elgiganten and Media Markt, Apple’s launch has been successful due to brand awareness. Apple has since opened another store in the region, and Euromonitor predicts the company will continue to strengthen its position in Scandinavia.

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