Company seen sandwiched between Apple and low-cost players.

The newly minted Simms NZ, headed by ex-Renaissance boss Paul Johnston, has landed the contract to create then supply a Dell dealer network - marking the US PC giant’s first real move beyond direct sales in New Zealand.

Mr Johnston (pictured) told NBR he will start recruiting immediately, targeting dealers who operate in the small-to-medium business market.

He expects Simms to sign its first Dell dealer by the end of the week.

Apple's record quarter has sent investors into a frenzy.

The company's shares (NAS: AAPL) reached $US208.71 in intraday trading on the Nasdaq today - an all time high for the company, allowing for splits.

Chalk up another win for Google in the 21st Century mobile phone war: Dell has announced its first foray into the cellphone market - and it will be with a mobile that runs on the search giant’s Android operating system.

Dell’s Android phone, featuring both a touchscreen and a keyboard, is expected next year on US carrier AT&T, according to a Wall Street Journal report. Dell is also talking to multiple other carriers.

Kiwi expatriate Andy Lark was back in town for the Morgo entrepreneurs’ conference in the Bay of Islands last week.

Dell, which has previously sold through The Warehouse, is returning to the New Zealand market in full force. The company also explained how resellers under its new channel programme can avoid a price war with Dell's direct sales operation.

The PC maker will sell through all 70 Dick Smith outlets (and, if it follows a similar model as Australia, Dick Smith’s website). Initially, only low and mid-range Dell PCs and laptops will be sold through the retailer, but more expensive models may be added later.