Apple And Her Retailers, The Saga Continues Recently, I wrote a piece about how some (rude) Mac fans treat the salespersons who work for chain stores that sell Macs. In pointing fingers at the above radicals, I failed to mention a problem and that is the incompetence and blatant lies told by some of the staff in such stores. I also have some thoughts on the kinds of retail outlets that Apple used to authorize and I am afraid that phenomenon could come back to the Mac platform. First, I received several reports from Observers who had negative experiences in chain stores, and here are a few quotes:
The first one is a something Apple dealt with after Steve Jobs took over. I could call this "parasite stores". They become Apple Authorized Dealers to attract customers and try to redirect them toward a Wintel PC. This is something we saw in the past. It is why Apple dumped a whole lot of authorized dealers. Is it happening again today? Possibly. If you mention "Macintosh" at Best Buy, CompUSA - and perhaps Sears if they have the same difficulties - you may face a salesperson who will show you a PC instead of a Mac. How come they do that? Whether they sell a PC or a Mac, they make profits. If they do not carry enough Macs for you to make a decent choice but still keep their authorization to sell them, maybe it is to attract people who are curious about it and then sell them a PC. The salesperson's job would be to do the appropriate advocacy. While I cannot prove the existence of such twisted intentions, I think it is a possible explanation for what goes on in retail stores. The second way is quite simple. Maybe salespersons just ignore the fact that a Mac is a good computer while sticking to their anti-Mac diatribes. Never mind the fact that their store does sell both Macs and PC's. After all, isn't this in their interest? I mean, they know very little about the computer and their training was done with PC's. They might lose their jobs or have to learn about the Macintosh if it becomes a bigger thing. No matter which scenario is the right explanation, I am happy that Apple decided to send some of its employees to test the knowledge and attitude of their retail partners' staff. Your comments are welcomed. |