KEY POINTS:
With the recent opening of two brand new custom-fitted Apple Premium Resellers in New Zealand, you'd be forgiven for wondering 'just what is an Apple Premium Reseller?'
According to the Apple Premium Reseller Guide 2006, Premium Reseller status is only offered to retailers which "satisfy the important expectations of the customers."
It states "Apple has created the Apple Premium Reseller Program in order to identify and to promote the retailers who hold faith to the promises of the brand and guarantee the customers - old and new - a qualitatively impeccable service."
The program replaces and improves on the previous the Apple Centre Program for third-party Apple resellers, adding 'optimised modality of communication' back to Apple, whatever that actually means - ooh, teleporting?! - plus marketing initiatives and support.
When the APR brand first arrived in Europe in 2006, it was seen (ie on ZDNet) as a sign that Apple was soon planning to open its own Apple Stores there. Fair enough, as this is what had happened in the US in 1998 and then the UK in 1999.
And ZDNet's Jason D O'Grady and David Morgenstern were right. The first Continental Apple-owned 'Apple Store' subsequently opened in Rome, followed by French, Swiss, German and other Apple Stores. Three even opened in Australia this year - two in Sydney and one in Melbourne.
Back to the Apple Premium Resellers. Until Apple Stores were first built in the US in 2001, Apple products could only be sold by licensed dealers. Worldwide, these were known as Apple Resellers and their licenses were only awarded after strict Apple guidelines were met. Despite that, New Zealand boasted several in the main centres, like our cute little Übertec in Parnell, plus in many other places including Palmerston North, Hamilton, New Plymouth and Tauranga - check out Apple's handy locator site for more information. We even have licensed online sellers like Totally Mac.
A Premium Reseller is an extension of the Reseller phenomenon - it's an iPod and Mac-dedicated retail outlet that reaches strict Apple-approved criteria. An APR has to provide an exceptional buying experience for both new and existing Apple customers.
All Apple Premium Resellers must meet training needs on Mac OS X and on Apple's Pro applications (Logic, Final Cut etc). They must offer a variety of means to make it easy and affordable for you to acquire the latest technology.
Of course, none of this non-Apple stuff means the new stores can't generate some interest. Just look at the video posted on YouTube of the MagnumMac, Newton opening last week.
All Apple Premium Resellers must meet training needs on Mac OS X and on Apple's Pro applications (Logic, Final Cut etc). They must offer a variety of means to make it easy and affordable for you to acquire the latest technology.
Whether you're buying for yourself, your family, a school, university or business, Apple Premium Resellers should be able to make buying or leasing Macs straightforward.
An APR is staffed by people who have to live and breathe the Mac as a job description. They can help you choose which Mac or iPod is right for you, give you advice on aspects of purchases and provide Apple-certified training.
At an Apple Premium Reseller you can test drive new Macs, decide which colour of iPod nano looks best with your Apple t-shirt (OK, or your school uniform, suit or track suit - whatever). They can help you choose the right software for your new movie project.
Apple Premium Resellers offer the complete range of Macs and iPods, along with all software, accessories and laptop bags so you can meet all your needs in one place. Hands-on demonstrations of hardware and software are de rigueur in APRs, and a full service for all pro and business customers also has to be offered, from demonstrations and repairs to affordable leasing and financing options.
I mentioned that another new Apple Premium reseller also opened last week - this was in Wellington, a couple of days before the new MagnumMac at 123 Broadway in Auckland.
The new Wellington store is called The Bay and is owned by Grant Bremner. In The Bay you can surf the web, check your emails, listen to music, watch movies, and test-drive new products before you take them home with you.
The Bay also strives to be environmentally friendly. Bremner says it will operate in accordance with strict environmental values. It will be carbon neutral from day one. He says "We do everything possible to have a positive environmental impact. We select eco-friendly suppliers. For example we source our electricity from Meridian so that it's carbon neutral; we are piloting a carbon neutral courier service with New Zealand Couriers; and we choose eco-friendly products ahead of others."
The Bay store is simple and uncluttered with great product displays. If you're in Wellington, you could be "sitting by the (Apple OS X) Dock in The Bay ..." Read more about The Bay and see pictures at Philip Roy's Mac info site NZMac.Com.
- Mark Webster mac.nz
