Feeds

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

Cupertino bottom inspectors' checklist for Premium chums

Mobile application security vulnerability report

'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
Report: American tech firms charge Britons a thumping nationality tax
Without representation, too. Time for a Boston (Lincs) Macbook Party?
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Apple gets patent for WRIST-PUTER: iTime for a smartwatch
It does everything a smartwatch should do ... but Apple owns it
For Lenovo US, 8-inch Windows tablets are DEAD – long live 8-inch Windows tablets
Reports it's killing off smaller slabs are greatly exaggerated
Cheer up, Nokia fans. It can start making mobes again in 18 months
The real winner of the Nokia sale is *drumroll* ... Nokia
Microsoft unsheathes cheap Android-killer: Behold, the Lumia 530
Say it with us: I'm King of the Landfill-ill-ill-ill
Seventh-gen SPARC silicon will accelerate Oracle databases
Uncle Larry's mutually-optimised stack to become clearer in August
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Reducing security risks from open source software
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.