Apple leaves a bitter taste

Vendor's strategy of opening stores near its Premium Resellers is interesting, writes Sara Yirrell

I have long said that I am a fan of Apple products – indeed I am the proud owner of an iPhone 3G and am eyeing up the new iMac.

But I am not a fan of how it appears to treat its partners and the careless disregard it seems to have for its channel.

When Apple first opened its Regent Street store, a number of Apple Premium Resellers (APRs) were up in arms as they feared it could take away vital business from them at a time when the recession was just beginning to bite.

Indeed, a few were forced to look at alternatives as the vendor continued opening stores across the UK – often on their APRs’ doorstep.

So the opening of Apple’s latest store in Covent Garden this weekend is hardly the best news when business is still tough.

Luckily, many felt the store would attract tourists and casual business, rather than take away their core business users, and some were even confident of picking up support customers as a result.

What I will say is that it will be interesting to see how Apple treats its partners if times ever get tough.

Sara Yirrell is editor of CRN. If you have any comments about this editorial or the industry - please contact her at [email protected]