Beware the upsell (Apple Retail Store)

Member Name: jamesontheroad

Product:	Apple Retail Store
Date:	02/01/09 (83 review reads)
Rating:

Advantages: Almost perfect products in an almost perfect environment

Disadvantages: Full of screaming teenagers playing with PhotoBooth

At a particularly low point in my employment career, I tried to get a job at an Apple Store. I failed, but it was an interesting and telling experience, especially as I have about 15 years experience in Macs (more than any of the other people interviewed for the job).

I'm glad I didn't get the gig, because the Apple Store is pure American retail hell. It's slick, it's smart and it works. Employees are expected to be passionate about Macs, even if they don't have a clue about how they work. They even carry a little book of the Apple Store ethos in their lanyard so toilet and fag breaks can be spent rehearsing the mantra. Apart from the fact that Apple Store employees don't have a group chant at the start of the shift, it's a bit like Wal-Mart. Only smarter.

Take a look in any Apple Store during the January sales. Notice something interesting? No sale. Why? Because Apple don't need sales. The products sell for a premium over their competitors because (and here's the provocative bit) they are simply better designed and better considered than the competitors'. So the Apple Store really doesn't have to try. It just has to tap into and milk the Apple corporate look and feel, which is matt-aluminium plus faux-happiness multiplied by subtle arrogance.

By all means, go to the Apple Store and play with the toys. Enjoy the free internet and acknowledge that yes, here is a major manufacturer that believes in an almost un-policed open store policy so that their products get seen and felt and used.

But don't buy anything here. Research the item you're interested in and check it out. When you've decided, head somewhere else to make the purchase. iPods are sold through so many different vendors, they're always cheaper somewhere else. And while Apple computers are rarely found with much price variation, other retailers like John Lewis offer a much better warranty deal as standard. And what's more, you won't get pressurised into adding AppleCare or extras to your shopping basket. Although Apple Retail professes that they only care about selling the right product to every customer, don't forget that Apple Store employees work on commission, and they have hard targets to meet based on ambitious up-selling tactics.

Summary: Play with the Mac. But buy it somewhere else.