Apple Launches Fifth Avenue Retail Store
Apple had denied these allegations by its resellers and said that it opened retail stores in order to increase its brand awareness and to leverage the capabilities of its technical sales personnel who could explain to customers how to use the product. Moreover, Apple felt that its resellers were not doing an effective job of showcasing the company’s products as Apple’s Mac computers were not displayed properly and were surrounded by PCs running Microsoft Corporation’s Windows operating system.Experts opined that the new store would give Apple a strong distribution channel option that could help it enter new categories like cellular phones and other home electronics. They felt that Apple’s retail strategy would significantly contribute to its future revenue growth.
ADDITIONAL READINGS & REFERENCES
1. May Wong, “Apple's retail strategy pays off,” www.canada.com, May 18, 2006.2. “Apple’s Retail Strategy Reinforces Brand,” www.abcnews.com, May 18, 2006.
3. Peter Slatin, “Apple's Big Apple Splash,” www.forbes.com, May 18, 2006.
4. Marguerite Reardon, “Apple takes wraps off fancy flagship store,” www.newc.com.com, May 18, 2006.
5. “Apple Store set to open on New York's Fifth Avenue,” www.tmcnet.com, may 18, 2006.
6. Ed Oswald, “Apple's 5th Avenue Store Opens Friday,” www.betanews.com, May 18, 2006.
7. Wolfgang Gruener, “Apple to open 24/7 retail store in New York,” www.tgdaily.com, May 18, 2006.
8. Nick Wingfield, “How Apple's Store Strategy Beat the Odds,” www.onlineWSJ.com, May 17, 2006.
9. “Apple sets the standard for retail therapy,” www.smh.com, May 19, 2006.
10. Brad CookBrad Cook, “Apple's Retail Strategy Defied the Skeptics,” www.macobserver.com, May 17, 2006.
11. Arn, “Apple’s 5th Avenue New York Apple Store Unveiling,” www.macrumours.com, May 18, 2006.
