Apple, the world’s largest technology firm, has for the first time since its 1999 exit launched a South African office and seems poised to increase its presence in the country. Apple launched a direct presence in South Africa in 1992, but pulled out in late 1999 for financial purposes.

Apple has hired French national, Nicolas Rochas, as country manager, according to TechCentral. Rochas has been with Apple for a little more than a decade after having worked for Apple in the UK, France and India.

Well-placed sources have confirmed that the new office will pay more attention on taking care of Apple’s relationships with local mobile operators, specifically regarding the sale of the iPhone.

It has been tough for Apple to handle its relationship with South African operators directly from the US. This was the driving force behind its office re-launch in South Africa, Africa’s most developed economy.

Apple has rapidly grown into a household brand in South Africa since the launch of the Mac three decades ago.