An Important Update from Visionary Computer

Dear Friends,

For nearly 35 years, Visionary Computer has had the privilege of serving our community. Many of you have trusted us with your Apple technology for decades, and some of you are now bringing in your children—and even grandchildren—for their first Macs. That kind of trust is something I never take for granted.

Over the past several years, I've watched something heartbreaking happen throughout the independent Apple dealer community. Businesses that have faithfully served their customers for decades are disappearing. These aren't inexperienced companies—they're dealerships built by talented people I've known and respected for much of my career. Some have eliminated Apple sales while others have simply closed their doors, leaving their customers without the trusted local resource they'd relied on for years.

The irony is that Apple itself has never been stronger. The challenge isn't demand for Apple products—it's the economics of being an independent dealer. Hardware margins have steadily declined while the cost of providing expert service and support has continued to rise. The business model that sustained independent Apple dealers for decades has fundamentally changed. In response, I'd rather make a few thoughtful adjustments today than face much more difficult decisions tomorrow.

We’ve made three adjustments:

Our standard hourly service rate has increased from $130 to $140 per hour. Even with this adjustment, our rates remain among the most competitive of Apple Authorized Service Providers. More importantly, I continue to believe we offer exceptional value through experience, honesty, and personalized service.

We've updated our pricing for on-site service. Travel is now billed based on round-trip travel time at $2 per minute, along with a 30-minute minimum labor charge for on-site visits. This better reflects the time required while allowing us to continue offering the convenience of coming to your home or business.

We'll be billing more consistently for the professional time we provide. For years we've answered countless walk-in questions, extended appointments, and provided quick technical support without charging adequately for our time. We've always been happy to help, but we can no longer afford to give away the very expertise that makes Visionary valuable. Whether it's a brief consultation or additional time beyond a scheduled appointment, we'll bill fairly for the professional services we provide.

When you choose Visionary Computer, you're not simply purchasing a computer or paying for a repair. You're investing in decades of Apple experience, certified technicians, personalized advice, and a local team that's committed to being here when you need us. That's the value we've always tried to deliver, and these changes help ensure we can continue delivering it.

You've probably heard the announcement on every airplane reminding passengers to put on their own oxygen mask before helping others. That's how I view these changes. We have to make sure Visionary Computer remains healthy so we can continue taking care of our customers and our community.

I've dedicated my life to this company, and I don't intend to become another story about an independent Apple dealer that disappeared. My commitment is to adapt, make smart decisions, deliver value, and continue earning your trust for many years to come. Thank you for your confidence, your understanding, and your continued support. It truly means more than you know.

Sincerely, 

David Maffucci


Visionary Computer