Feeds

Want to run your own Apple shop? Start with £70k of German chairs

Cupertino bottom inspectors' checklist for Premium chums

Gartner critical capabilities for enterprise endpoint backup

'Customers need choice, they want to be able to try products that work alongside Apple.

"We have to use Apple-branded collateral in the window; that restricts the message which can differentiate you as a store. Apple wants all the stores to look the same, I understand that desire for uniformity," said one reseller worker.

"But customers need choice, they want to be able to try products that work alongside Apple."

There are 1,500 premium resellers worldwide of which more than 50 are in the UK, Ireland and Jersey. There will be fewer after January, though.

Word on the street is that Bath-based premium reseller FarPoint may drop the Apple premium badge from the start of next year, yet it is the only premium dealer in that corner of Blighty and Apple's own regional store does not offer technical services.

Despite repeated approaches by The Channel, the premium reseller did not want to publicly comment.

Other sources in the Mac channel said premium reseller Western Computer, which has already refitted its Cheltenham, Leamington and Preston stores, will open a version-two shop in Cirencester, east Gloucestershire.

It has, however, closed its Swindon office, and it is not yet clear what will happen to its Bristol operation. The company's directors did not return calls for comment.

Robert Peckham, CEO at channel services provider Mac Technology, said: "Apple is changing the rules and it will be interesting to see how dealers fare when they don't have a seal of approval as an Apple premium reseller."

He said it is essential premium resellers choose locations where Apple does not have a presence and they may even find Apple sends them referrals.

The ample notice period Apple gave UK premium outlets has afforded many firms time to save up or find the cash required to makeover each store as required.

Stormfront, Apple largest premium reseller in the UK, has 20 v2 outlets - with four more set to open before Christmas including one in Middlesborough, Sutton Coldfield, Epson and Luton.

James Collard, Stormfront retail director, claimed the revamp had "brought the shop front to a quality that you expect and associate with the Apple brand - the layout, flooring, lighting, furniture".

He said the company is an "advocate" of the version-two design and all its revamped stores had enjoyed an "uplift in sales for quarters afterwards".

It seems size, like in other areas of life, really does matter in the world of Apple. A better option for some of the smaller premium resellers may be to get out of retail and help Apple carve a niche in business verticals where adoption of the iPad is growing - maybe that way lies success rather than Corian-topped furniture. ®

Boost IT visibility and business value

More from The Register

next story
Kate Bush: Don't make me HAVE CONTACT with your iPHONE
Can't face sea of wobbling fondle implements. What happened to lighters, eh?
The agony and ecstasy of SteamOS: WHERE ARE MY GAMES?
And yes it does need a fat HDD (or SSD, it's cool with either)
Apple takes blade to 13-inch MacBook Pro with Retina display
Shaves price, not screen on mid-2014 model
iPhone 6 flip tip slips in Aussie's clip: Apple's 'reversible USB' leaks
New plug not compatible with official Type-C, according to fresh rumors
Steve Jobs had BETTER BALLS than Atari, says Apple mouse designer
Xerox? Pff, not even in the same league as His Jobsiness
TV transport tech, part 1: From server to sofa at the touch of a button
You won't believe how much goes into today's telly tech
Apple analyst: fruity firm set to shift 75 million iPhones
We'll have some of whatever he's having please
Apple to build WORLD'S BIGGEST iStore in Dubai
It's not the size of your shiny-shiny...
NVIDIA claims first 64-bit ARMv8 SoC for Androids
Mile-High 'Denver' Tegra K1 successor said to rival PC performance
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.