← back home — [ est. 2007 — the story ]
Senior Apple expertise for executives, law firms, and private offices — one dedicated expert, nineteen years in Manhattan, and a response time measured in minutes.
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The iPhone launched. The MacBook Pro was reimagined. And somewhere in New York City, Farshad Foroudi had already taken both apart to understand exactly how they worked — not because he had to, but because he couldn’t not. Friends started handing him their broken Macs. He didn’t charge them. He just fixed them right.
New York has a way of spreading reputations without a single advertisement. An attorney on the Upper East Side. A hedge fund analyst in Midtown. A creative director in Soho. Each one referred the next — not because NYC MacGuru was cheap, but because he was discreet.
This wasn’t an IT support business. It was something closer to what a hotel concierge does — except for technology. Clients didn’t call to open a ticket. They called because they had a problem and needed it handled — now, correctly, without drama.
The practice crossed into enterprise territory: Fortune 500 companies, production studios, and organizations whose names you’d recognize trusted their Apple environments to the same obsessive standard that started with fixing friends’ MacBooks. The clientele changed. The principle didn’t.
Nineteen years in: 500+ clients served, 20 Apple certifications maintained across every product release cycle, and a response time measured in minutes — not days. Still by retainer, still by referral, still one dedicated expert who knows your name.
street level — 2026
One dedicated expert. Your name, your network, your devices — known.