Posts Tagged: apple store

strategy — 4 Comments
19
Jan 10

A tale of two Apples

That Apple feeling ... let's just say it varies by country



Oh, the Apple retail experience. Gorgeous architecture. Cool technology. The fresh scent of Clorox wafting from the clothes line above…

The following story may disturb you. Ubiquitous as Apple Stores have become, some people in this world are forced to get their Apple retail fix in slightly less elegant establishments. Like the one pictured above, located in Portugal’s Algarve — covertly photographed by a well-paid Observatory spy. This “authorized Apple dealer” is located in a converted garage beneath a family residence. (A family with fine taste in intimate apparel.)

Despite a decent-sized Apple-loving element across its more than 92,000 square kilometers, Portugal has no retail Apple Stores. Zippo. They do have an online Apple Store. But if you want to get your hands on the goods or need support, you have no choice but to pick from a network of dealers — some of them ma-and-pa shops, each with its own special “character.” And most of which even Microsoft wouldn’t want to copy.

I know. It’s inhuman to subject Apple customers to such cruel conditions. But hey, it’s a big planet. We can’t expect Apple to put an official store everywhere — though they appear to be trying. On average, one new Apple Store opens every three weeks, with the current total just shy of 300. Not bad for an operation some thought would flop as quickly as Gateway’s.

Unfortunately, it looks like our friends in Portugal must continue to live without a real Apple Store for the foreseeable future. In the meantime, they might rejoice in the fact that their stores have a few things even Apple’s Fifth Avenue Store can’t match: like free parking for one and a solar-powered clothes dryer.

A special thanks to my spy in Portugal for this story — who I will now reward with a public unmasking. She’s my sister. I used to avoid talking about her because she was a lifelong PC person. Now she’s not only crossed over to the Mac side, she’s dreaming up spy missions like this to bolster her credentials. Thanks, Zita.

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strategy — 19 Comments
17
Nov 09

Running out of things to steal

At some point Microsoft had to come to grips with reality: there’s just nothing left to copy from the retail tech leader. Time to get creative. Think outside the Apple Store. Looks like they got this one a few doors down, at Johnny Rockets.

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observatory / strategy — 14 Comments
29
Oct 09

Molecular modeling by Microsoft

You’ve probably heard that Microsoft is opening its own stores, and that they’re taking a few cues from the Apple Stores. Addendum: they’re taking a few cues, the tables and stools, the shirts, the Genius Bars, the high fives, basically everything they can copy without running up against federal cloning laws.

This video, taken at the opening of the Microsoft Store in Scottsdale, is Exhibit A. If it weren’t for the bargain-hunter-ish PCs on the tables, you’d swear you were in Appleville. And if you’ve ever seen an Apple Store opening, you’ll be aghast over the degree to which they have imitated even the Apple hoopla. This isn’t copying. It’s identity theft.

I honestly don’t know how the people responsible can look at themselves in the mirror each morning. Surely there are other ways to get into retail without copying every detail from the people you’re constantly accused of copying in the first place.

Though there is some logic in replicating a proven winner, I’ll be extremely surprised if this works. The Apple Stores have broken retail records because millions of Mac-loving and Apple-curious people literally had no place to go for knowledgeable advice, hands-on experience and service. The stores broke records because, like most of Apple’s efforts, they were inventive. Microsoft Stores are doomed for two simple reasons:

1. PC people have a zillion other places to go to touch the latest models and get technical support: electronics chains, office supply chains, warehouse chains and countless ma-and-pa shops.

2. PC customers are price-driven. Even if they visit a Microsoft Store to try things out, they’ll buy where it’s cheapest — on the Internet or at a competing retailer. Remember, Microsoft itself has been so proudly advertising the mindset of the “laptop hunters.”

It’s just hard to imagine that too many people will feel particularly motivated to visit a Microsoft Store — unless, of course, it’s to join in the merriment on opening day.

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