Anthony Frausto-Robledo, B.Arch. Editor (afrausto@architosh.com)

27 Nov 00

Opinion: To 'Debunk' the myth: An Apple Retail Strategy

Just about all Mac news sites have noted the apparent plans for Apple to embark on a new retail strategy. And all of them have failed to realize that the one true thing Apple can do better than any other retail partner is debunk the myth about Macintosh.

What Myth About Macintosh?

You know the myth. That negative one that PC people love to promote....that Macs are not relevant. That Macs are too expensive, not powerful enough, and have no software support. An even more important facet of this myth is that Macs have no advantages over typical PCs at all! Macs are toys right?

Wrong!

Why Debunking the Myth Matters

The only problem with Apple's retail partners is that they are almost completely incapable of 'debunking' the myth that Macs have no advantages. In fact, most chains that carry both Macs and PC's might be ill-advised to do so. Not only is their current client base on the PC—and might be driven away if they felt pushed toward Macintosh—but there is a real risk of supply problems. If Mr. Retailer was successful at debunking the Macintosh myth and could not meet demand for Macs...well, customers might go elsewhere to find a Mac rather than buy a PC as a second choice.

Apple has a real problem. To grow their market share they must convincingly debunk the Mac myth within the overall population. That's the challenge. They have likely realized that no matter how many Store-within-A-Stores they have out there, they are ultimately no good to them if they cannot debunk the Mac myth. The problem is not with the Store-within-A-Stores; the problem is people come into CompUSA's around the country and the stores themselves reinforce the very myths about the Mac that hurt the platform.

A Debunking Critique

Here is why Apple's current retail partners fail at debunking the Mac myth. Item by item:

1. You go into a CompuUSA and instantly you see that nobody is in the Apple Store-within-A-Store, excepting one lonely sales guy. Retailer's Logic: There is no fix for this. The reality is there are far less Mac users out there to populate the local CompUSA Mac section. Result: All customers are exposed to something that reinforces a falsehood, that Macs don't matter. Apple's Plan: Until there is more Mac critical mass keep doing the obvious.

2. You are in the Mac section and see hardly any software choices. Retailer's Logic: It doesn't pay to carry more and we don't have the shelf space besides. Result: All customers are exposed to something that reinforces a falsehood, that Macs don't have enough software. Apple's Plan: 1 - enlarge Store-within-A-Store and set minimum size, and 2 - get stores to create Mac/win hybrid section (a la Microcenter) not inside store-within-a-store area.

3. You go into a CompUSA and a sales guy starts talking down the megahertz performance of Macs. Retailer's Logic: Doesn't have one. Or, Megahertz is simple for customers to understand and and it is mostly true besides. Result: At the moment the result is pretty bad, since Macs use different types of chips. Apple's Plan: Educate sales staff, provide incentives to sell Macs and keep doing the obvious.

One could go on and on about how "retailers logic" simply reinforces the Macintosh myth while doing very little to debunk it. But at the same time these retailers are important because they provide point of contact and point of sale for Macs. Mac-only retailers—which are not really the subject of this critique—are especially well suited at serving the existing Mac crowd, but they too cannot debunk the Mac myth alone.

How Apple Stores Would Change This

Now Apple operated stores or showrooms could completely address these very problems with little effort. Here's how and why.

The first problem about critical mass or popularity will by easily addressed because an Apple Store chain would just have Macs, plus Jobs will likely use design in high-profile locations to draw all types of people into the stores. The stores will have the feeling of a gallery. In fact, it may have a gallery-type quality or an actual gallery of work by Mac-based artist.

The second problem about software is an easy fix as well. Lots of shelves with all kinds of cool and interesting Mac apps. Plus, iMacs with live connections to the Apple Macintosh Products Guide online. A great Mac software store is actually a good way to keep the place busy with people. Like a great magazine store. And perhaps great Mac books to sell as well?

And that megahertz problem? Gone. Here's why. Posters, videos and educated sales staff can inform potential customers of the real meaning of megahertz and how to evaluate chips. You could even have Mac versus PC shoot-outs (live!) or recordings of the Jobs' shoot-outs during Macworld expos. They could even be outfitted with satelite connections to large screens for live playing of Jobs' keynotes at Macworld and elsewhere, providing the opportunity for events! This supplements Apple Business Centers nicely.

It's Like Tiffany's

Apple's brick and mortar strategy doesn't have to hurt existing retail partners and it is likely not aimed at replacing them. More likely it is aimed at doing something they fail to do regardless of how cute their Apple Store-within-A-Store is: to debunk the Mac myth. It's a supplemental strategy and a necessary one.

Apple's new retail show rooms should focus solely on debunking the Mac myth and hence changing the public's perception of Macintosh. Apple is best at this. Jobs is absolutely best at this. The brick and mortar strategy should be like attending a Jobs keynote. You walk away enthralled and enthused about Macintosh. You walk away truly educated and informed. CompUSAs and Microcenters simply cannot do this for Apple. So ultimately it doesn't matter how many of them you have around in this world...they don't fix the perception problem...they don't fix the myth.

Have you ever noticed how shiny and wonderful the Apple booth is at Macworld? How you almost wish you could live there? How it feels eternally cool and hip? How it feels intelligent and natural...the very evolution of computing itself?

That's how Apple's new stores can be and probably will. They will be to the new and old Mac user what Tiffany's is to Holly Golightly in Breakfast at Tiffany's. In other words, a for sure great cure for the mean reds. If you happen to get them...from time to time. ;-)