 |
||||||||
 |
||||||||
|
||||||||
|
Apple lures shoppers by the bushel
By JULES ALLEN
© St. Petersburg Times,
Apple Computer will open one of its retail stores in International Plaza next month, adding Tampa to the list of cities where it has set up shop. The computer manufacturer opened its first three stores in Glendale, Calif.; McLean, Va.; and Plano, Texas, and plans to have 25 operating by the end of the year. While in Washington on a recent business trip, I popped over to the Tyson's Corner Center mall to take a look at what the fuss was about. It takes a lot to make me forgo a night of hotel HBO and room service-enabled banana splits, but I figured this might be worth it. But I was doing what a lot of others are doing. People flock to the stores, which are averaging 10,000 visitors a week in California and Virginia. Some even travel from out of state for a visit. As you might expect, the Apple Store exudes style and sophistication. This isn't your run-of-the-mill stack-'em-high, sell-'em-cheap computer warehouse. It's almost as if Steve Jobs himself rolled up the sleeves of his black turtleneck and positioned the display items just so. First impressions count for a lot in retail and Apple has done its homework. The floors are a light wood, the walls white and everything is illuminated perfectly. The place has an airy, hip yet comfortable feel. "Apple is probably the best PCmaker to do this kind of thing," said Stephen Baker, an analyst with NPD Group. A trio of titanium PowerBooks ($2,599-$3,997) tugged at my wallet as I walked in, but I got a grip on myself and headed over to play with a much more affordable iBook. Rather than each machine being locked up with a screen saver password, these computers were ready for interaction, which is an interesting change from most computer retail establishments. In fact, one of the reasons Apple is opening the stores is to show consumers how its products compare with PCs using Windows. And, unlike some computer "stores," people can buy the equipment at the store, not just order it. Bargain-hunters beware, though: Prices for Apple products are the same everywhere. No discounts. Around the walls of the store was the complete range of Apple hardware, towers, iMacs but no recently departed Cubes. Handheld devices, digital cameras and accessories graced the center along with all kinds of Mac software ranging from business to games. Perhaps the most impressive feature was a knowledgeable, eager staff, attired in black Apple-issue shirts. They were itching to whip out DVDs to show off the monitors and give advice to all who asked. Even more remarkable was that each Apple Store came complete with a "Genius," a person who lives and breathes the Mac way of life. I took off my shirt, got oiled up and was ready to wrestle with the Tyson's Genius but, alas, some chiphead was in front of me and the mall was getting ready to close. Hard as it was, I left the store empty-handed. I salivated over the 22-inch flat-screen monitor ($2,499), but I had no room in my luggage. Perhaps the Tampa store will get me in the fall. - Information from Times wires was used in this report.
 © 2006 • All Rights Reserved • Tampa Bay Times
490 First Avenue South • St. Petersburg, FL 33701 • 727-893-8111 
|
From Tech Times
From the AP |
