Apricot UK hits the end of the road

Apricot Computers will shut its doors in June, ending an era in UK PC design and manufacture, writes Linda Harrison.

Mitsubishi Electric PC division, Apricot's owner, blamed poor margins for the decision to close Apricot, a pioneer of UK-based PC products.

Apricot's name will still be used outside the UK, however.

Mitsubishi told Apricot resellers last week that the UK PC maker found it impossible 'to maintain acceptable margins on hardware alone, and despite some notable successes in recent years, we cannot ignore the financial pressures that have been mounting'.

Peter Crane, marketing manager at reseller PSM Micro Computers, said: 'It is very sad to see them go. We found them a very professional company. It marks the end of an era - it was the last UK player from the early days of the PC.'

Mitsubishi believes that making profit on hardware is now the preserve of the biggest organisations or niche players.

The company said its factory in Glenrothes, Scotland, will be sold or closed by the end of June. The Birmingham development, sales and marketing operations will also be shut by the same date.

Some 200 jobs will be lost, in addition to 200 announced in January.

Mitsubishi said it would concentrate on Internet and software integration, but would continue its Apricot support services 'for the foreseeable future'.

Reseller issues such as technical support, warranty and spares would be addressed 'as a matter of priority', Mitsubishi added.