Apple continually tries to keep themselves separate, from all its competitors. Successfully, they branched out from only being available at big box retailers, and started stand-alone stores, beginning with a mall store in Tyson’s Corner, Virginia. This article discusses its new successes within the company, highlighting its biggest Manhattan, New York location thus far, opening November 14. Looking to continue its vibe to stand out, the new site chosen, once a Victoria Secret site, was completely renovated to create a look completely unexpected. Having the height to expand the store four to five stories high, they went against the odds, having a 1st floor walk-in level and another, one story below, known as the “underground” level. The store stand 45 feet high and with only one ground level floor, its sky high ceiling creates a very airy and open atmosphere. This new chosen site was due to the high amount of “kids and arts” within the area. Catering to those customers, the store is going to offer in-store events for that demographic, including a Julliard Jazz Ensemble event as an example.
Another new offering Apple will be doing, is gift-wrapping for the holidays and a “Reserve a Gift” option which allows one to reserve gifts online and have them held at a store of their choice without a deposit fee from December 15 to Christmas Eve. As we have discussed in class, due to the economy jam we are still in, I believe Apple has made a great move by offering, this “layaway” type option temporarily. They have also just opened its first store in Paris, and are already planning a second opening in the spring, as well as new sites in London and Shanghai. This company seems to prevail high above all other electronic retailers, even in the economic standing we remain in at this time.
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