According to sources close to Apple’s retail scene, Tim Cook and other executives at the Cupertino tech giant are not happy about the sales of iPhones in the company’s massive chain of retail stores. It is reported that one out of four Macs are sold at an Apple retail store, but an astonishing 80% of iPhones are sold by retailers other than Apple itself.
Cook describes the iPhone as a “gateway product” because it is often the first device purchased by users. Consumers often follow their iPhone purchase with a purchase of an iPad or Mac. Because of this, the iPhone is likely Apple’s most important product, and Cook is not happy that 80% are not sold at an Apple Store. However, Cook doesn’t want to sit back and watch carrier stores, and other retailers such as RadioShack and Best Buy take all of the iPhone credit. Instead, he plans to push iPhones in stores by creating incentives for buyers.
For example, Apple’s latest “Back to School” campaign finally includes iPhones, and is likely a hope to sell more of the popular smartphones in stores. Another rumored incentive is the creation of an iPhone trade-in program, that may be coming to stores within the next few months. This, along with a new price-matching system, would allow Apple to compete with other retail stores and retain users and consumers in the Apple Store. Cook describes the Apple store as “the face of Apple,” and since retail is so important to the company it should be no surprise that the company is hoping to boost in-store sales.
If you own an iPhone, did you purchase your smartphone in an Apple Store? If not, did you order it online from Apple, or did you get it from a third-party retailer? Why did you choose that method? Let us know by dropping a comment below!