by Robert Liljenwall

Apple fruit (Photo credit: @Doug88888)

Target Brands, Inc. isn’t stupid.  They intend to take advantage of Apple’s powerful brand to attract customers by creating “Apple Shops” similar to what they have done with Best Buy.  Currently Best Buy has 600 locations with Apple Shops.  Some of these locations are actually staffed with Apple Solutions Consultants, and have limited brand identity.

I’ve been to several of the Best Buy Apple Shops, and frankly, am not impressed.  Yes, they allocate space to Apple products but there appears to be modest differentiation between Apple and the rest of the retail area’s other computer, tablet, and phone options.

I would have expected more of from Best Buy and Apple to create a “store-within-a-store” feel.  We’ll see what Target does.  At the end of the day, the fact that Apple is increasing its reach reflects their growing need to bolster retail sales.  The sleek, new Apple stores across the US reflect the company’s commitment to quality retail environments – the fixtures, displays, and furniture just reek with a total dedication to a superior customer treatment.    — RJL

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