Jump+ is pressing ahead with a national growth plan that focuses on Canadian markets where Apple’s own retail footprint is thinner, opening larger-format stores designed to deliver the full Apple experience in a locally attuned way. The newest location at Oshawa Centre serves as the clearest signal yet. It is the company’s largest store to date and the first net new addition since before the pandemic, reflecting what leadership describes as an aggressive but disciplined plan to scale.
“It’s the biggest store we have,” said Tim McGuire, Executive Chairman of Jump+ Stores, in an interview. “It’s the first net new location for the company since pre COVID, which also, by the way, was pre my owning the company.” McGuire acquired Jump+ from its founders on July 1, 2024, and has spent the past 16 months reshaping the roadmap.
Before the acquisition, the 17-store network was built between 2012 and 2019. The company paused new builds during COVID and then pursued a change in ownership. McGuire’s group closed the transaction and immediately began to re-invest in growth. “We have a very aggressive growth plan in place,” he said. Since then, Jump+ has completed a significant relocation and format upgrade at Niagara’s Pen Centre and has now added Oshawa. Two more stores are slated to open over the next three months, including Windsor followed by Victoria at Mayfair Centre, with a broader slate in development as sites reach construction.
Oshawa Centre: Largest Store, Full Ecosystem, Local Focus
Located at Oshawa Centre, the new Apple Premium Partner store opened to the public on Saturday, September 27. It offers the complete suite of Apple products and services in a bright, open layout that is markedly larger than prior formats. At approximately 3,100 square feet, it sets the tone for the fleet’s future.
“We will be gravitating more towards that larger size as time goes on.” Early stores a decade ago were as small as 1,200 square feet. That footprint cannot display or support the full Apple ecosystem in the way Jump+ intends. The company’s current Apple Premium Partner format, developed in close collaboration with Apple on design and fixtures, requires more room to properly merchandise devices, accessories, and services, and to run certified repair and business consultations on site.
The Oshawa store introduces a dedicated Small Business Solutions Centre, Apple Authorized Repairs carried out by Apple-trained technicians using genuine Apple parts, and the full range of Canadian wireless plans. In the words of James Ferguson, the company’s Chief Operating Officer, the mission is to deliver a complete Apple experience, from top-of-line iPhone and Mac models to trusted repairs and tailored business support. For consumers in Durham Region, it brings a level of assortment and service that previously required a longer drive.
“We’re Apple Where Apple Isn’t”
McGuire’s description of the Jump+ model is straightforward and strategic. “We do this in partnership with Apple,” he said. “They help us with store design, with fixture construction, installation, et cetera, because, you know, we have a very clear partnership with Apple that says they take the big markets. We take the medium markets, where the malls where there’s enough traffic to support a 3000 square foot store, but not to support a 15,000 square foot store.”
In practice, that means Jump+ builds comprehensive Apple experiences in places where a full-scale Apple Store may not be warranted. “We help fill out all of the other markets,” McGuire added. “We’re Apple where Apple isn’t.” It is a model Apple uses globally through premium partners, though it is notably absent in the United States, where Apple’s retail strategy relies more heavily on its own stores and broad third-party chains.
The Canadian variant gives Jump+ exclusive rights to the Apple Premium Partner format in this market. That exclusivity, paired with a focus on mid-sized cities and regional hubs, is a central pillar in the Jump+ expansion in Canada.
Closing Service Gaps With Certified Repair
One piece that resonates with local shoppers is certified repair. “We’re the top rated Apple service organization in Canada,” McGuire said. “Every repair is done with genuine Apple parts, Apple-trained technicians.” Each Jump+ store runs with technicians on duty throughout the day, providing diagnostics and repairs under Apple’s standards. In cities without an Apple Store, this reduces travel time and improves turnaround for issues that affect both personal and business devices.
The Oshawa opening has already changed behaviour across the trade area. “When we opened our store in the Oshawa Centre last month,” McGuire said, “we had managers coming in from the carrier locations from some of the other retailers there saying, thank God you’re here. We were tired of having to tell people who needed an AppleCare repair that they had to drive to Markham.” Early visitors have arrived from Peterborough and other nearby communities.
The Victoria store at Mayfair will produce a similar effect for Vancouver Island, where there is currently no Apple Store and no certified repair option on the island. “If you want to get a certified Apple repair there, you gotta get on a ferry or a plane and go to Vancouver,” McGuire noted. “That’s not a logical solution.”
Inside the Store: Assortment, Advice, and SMB Expertise
Jump+ leans hard into depth of assortment and guided selling. “Every product Apple sells, we sell,” McGuire said. The contrast with big-box assortments is stark. “If you go to a third party retailer, pick your example of Best Buy, Staples or Costco, they’re gonna have a couple of models of MacBook computers. We’ve got 67. They’re gonna have a handful of models of phones. We’ve got 120.” The broader range pairs with Apple-trained consultants who help customers choose the right configuration.
The company is also formalizing its small and medium business offer through dedicated space and staffing in each store. “We’ve always served small and medium business customers through our stores,” McGuire said, “but frankly, we’ve served them as if they were a big family that just bought a few more devices.” That approach is changing. Specialists help organizations map roles to the right hardware and software, plan deployment, and ensure integration across teams for security, communications, and productivity. “We have a full range of small and medium business products and services, and dedicated trained specialists in the stores in order to be able to explain and provide those,” McGuire said.
From 18 Stores to 30–35, With Quebec in Focus
Including Oshawa, Jump+ currently operates 18 stores. Over the next two to three years, McGuire expects to grow to “somewhere in the range of 30 to 35 stores,” effectively doubling the network. The near-term pipeline includes Windsor and Victoria. Beyond that, the company plans a meaningful move into Quebec beginning in the second half of 2026 and continuing into 2027. “Today we have no stores in Quebec,” McGuire said. “The Apple store is underpenetrated in Quebec relative to the rest of the country, so that will be our focus for the second half of 2026 and into 2027.”
The goal is not only to add locations but also to raise productivity per store through expanded services and deeper offer sets. “If we double the store network, we expect to at least triple the overall revenue of the company in the next three years,” McGuire said. Newer stores will trend larger, typically between 2,200 and 3,000 square feet, with a greater share in the 3,100 square foot range introduced at Oshawa.
This plan, the company says, will advance the Jump+ expansion in Canada while reinforcing its role as a local Apple expert in communities that have long requested more complete coverage.
Leadership Track Record and Operating Discipline
McGuire’s background blends top-tier consulting and hands-on specialty retail growth. He spent more than 30 years at McKinsey and Company, leading the firm’s global retail practice across the Americas. After retiring in 2017, he joined Mobile Klinik, the device repair chain, first as chairman then as CEO, and expanded it from an early base to over 100 stores before a sale to Telus. He stayed through integration and further growth beyond 150 stores before stepping back. When Jump+ came to market, he assembled an investor group that had backed previous ventures and completed the acquisition.
The operating playbook at Jump+ extends beyond new stores. The company is building out trade-in, buy-and-sell of certified used devices, wireless plan activations, and an expanded services stack, while keeping the core focus on Apple products, authorized repair, and small business solutions. “We’re creating opportunities for lots of people in the organization to grow,” McGuire said. “We’re hitting a bunch of communities that have been waiting for the chance to not have to have a two hour drive to meet their needs.”
What the Oshawa Flagship Means for Landlords and Shoppers
For landlords, the Oshawa store is a category anchor that drives repeat visits, device upgrades, and traffic linked to services. The unit’s larger footprint gives space for interactive demos, training conversations, and on-site repairs. For shoppers, it simplifies access to the full Apple lineup and expert support. “If you’re in a market where we have a store,” McGuire said, “we can get you an appointment in the next couple of days and fix whatever’s required. Or just drop in.”
The model also provides a useful pressure valve for Apple Stores in larger centres, where Genius Bar appointments can be scarce. While Jump+ is an independent, Canadian-owned company, the store experience aligns closely with Apple’s standards across assortment, fixtures, training, and service.
As McGuire put it, “We’re the Apple store with every Apple product, every Apple service, every Apple certification. Everyone trained by Apple, but we’re not Apple, we’re Jump+.”
It’s kind of surprising there’s still no Apple Store at Scarborough Town Centre—or anywhere in Durham Region, for that matter. But I guess this helps fill that gap.