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Beyond the expected

The dawn of the Apple Store

By johnboy 8 September 2012 74


It’s all excitement in the Canberra Centre this morning as they ramp up to the 10am opening of Canberra’s first Apple Store (Australia’s 16th).

Apple’s PR man informed me the crowds started gathering at 5.30 this morning when, we suppose, it would have been warmer in the Canberra Centre than out of it.

(Incidentally if you want to know why Apple’s the most valuable company in the world it might include the sort of attention to detail that involves inviting the likes of me to a preview of their store opening)

inside the store

Inside we were treated to a genuine American Apple employee with a speech about how “amazing”, “extra-ordinary” and “phenomenal” all the products and services inside the store are. No superlative was left undeployed (although a couple were repeated as we got to the 10 minute mark).

There was an awkward moment when they suggested I might like to download the Apple Store app onto my phone but they relented before I was forced to admit the shame of my Android phone (I’m typing this story on an iMac I promise).

There was also a demonstration of their in-phone payment system for store products through the app, although the lovely girl doing the demo was so nervous she nearly dropped the phone with her shaking hands. So yes, you can now buy a MacBook on iTunes which is a bit through-the-looking-glass.

My take on it is the store offers a couple of key improvements over the old retail model.


Firstly they’ve really gone all out getting accessories from third party vendors into the store.

But more important is the technical assistance they’re offering.

tech support

The capabilities of technology are staggering and expanding. But that’s not much use to us if we don’t know what we can use it for, let alone how to do it.

So the promise of the Apple Store is they’ll get your product set up and working before you leave the store, and offer ongoing support and training.

Also today if you’re one of the first thousand peeps through the door today they’ll give you this t-shirt:


C’mon, admit it.

It’s pretty cool.

What’s Your opinion?

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74 Responses to
The dawn of the Apple Store
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Comic_and_Gamer_Nerd 2:50 pm 11 Sep 12

p1 said :

p1 said :



Somehow I stuffed that up.

Haha yeah you could make that work pretty much perfectly

p1 2:30 pm 11 Sep 12

p1 said :



Somehow I stuffed that up.

p1 2:20 pm 11 Sep 12

nsn said :

Brandi said :

Sure, they couldn’t afford to install an iPad next to another iPad to explain what an iPad does.

Yeah, that is a bit strange, isn’t it?!


nsn 12:59 pm 11 Sep 12

Brandi said :

Sure, they couldn’t afford to install an iPad next to another iPad to explain what an iPad does.

Yeah, that is a bit strange, isn’t it?!

Brandi 12:25 pm 11 Sep 12

Quite aside from OS holy wars, curiosity drove me to the Apple Store to buy an iPod Shuffle yesterday. This is a $50 commodity which I should, in any sane world, be able to pluck from a shelf or at worst a glass cabinet, bring to a cash register and checkout in moments. Instead it took three staff members to find the one who had the delegation (“authority” is too strong a word) to retrieve an example of this Iconic Device from the storeroom, a process which took about 10 minutes. Entertained while I waited by several other staff who tag-teamed me with mind-numbing chitchat about how wonderful the Apple Store experience really is. Really really.

I miss Mac1. Sure, they couldn’t afford to install an iPad next to another iPad to explain what an iPad does. They couldn’t afford to hire an army of identically cheerful Genius drones vat-grown in Cupertino. But the Mac1 shop was the right size, shape and flavour for Canberra. The staff at Mac1 were genuinely friendly without glomming on like a needy girlfriend, they always served me fast, and they could act autonomously without a device wired to their hand or remote instructions from Central Control ringing through their earpieces.

watto23 11:03 am 11 Sep 12

johnboy said :

So as someone who used to admin and work on a network of windows machines, with Windows, BSD, solaris, and Linux servers I’ll try and explain.

If all I want to do is email and re-arrange bullet points in word documents a cheap netbook running Ubuntu (linux, free) to get to gmail and google docs via Chrome is fine.

On the other hand if I want to do what I call real grunt work (editing video and audio files) there’s just nothing better than a big apple desktop rig. Even if the hardware isn’t top spec (it usually is) it can tackle computationally intensive jobs and the unix core rumbles through the numbers and gets to the end of the job. Windows video editing too often crapped out in my past.

I’ve had no use for Windows since Vista, maybe it’s gotten good, don’t care. Too many big jobs ruined by crashing machines.

For games I have an Xbox (actually got the Xbox to watch the rugby via the foxtel app, but Skyrim’s pretty too).

Phone is android mostly because I’ve gotten out of sync with major apple releases and refuse to get an iPhone months before the next model comes out.

But as mentioned in the article the Apple Store is not aimed at turbo nerds, or even the fanboys. It’s aimed at my mother and will probably get a very great deal of money out of her. And she will be very happy to pay it for what she’ll get (hardware, software, configuration and guidance).

Sneering nerds in other tech shops will keep sneering all the way to bankruptcy.

A lot of people like apple devices because they can use them. As a Technical person, I have some of everything. Actually I’ve now got 3 apple versus 3 windows at home (technically my new macbook is to replace the netbook). As I said in an earlier post, getting something specced similar to a few of the macbooks will set you back almost the same price, like the Samsung series 9 ultrabooks. As far as I can tell, no one makes a laptop screen with the resoultion of the apple retina screen. Nothing even close.

Stevian 10:40 am 11 Sep 12

Mordd said :

For everyone who praises the Mac Store impeccable service, have a read of this, then tell me if you still implicitly trust the kids who are employed to look after your precious devices for you, I certainly wouldn’t.

Or just google “confessions of a mac store employee” (it will come up as a suggested search) and read any of the hundreds of articles yourself about this.

Enjoy all you Mac lovers, MS+Linux 4Life 🙂

Hardly unique to Apple, I’m sure this type of thing occurs across the board, unless you have proof otherwise; which you do not

Comic_and_Gamer_Nerd 8:45 am 11 Sep 12

Pandy said :

Truthiness said :

Sure apple spies on everything you do and provides access to the feds, but so do Intel, Google, the phone companies and Microsoft.

Can you back up this claim?

You miss some of truthinesses other choice comments regarding this sort of stuff in other threads?

Both apple and window machines have a place. Apple is clearly superior on the portable swide of stuff, but the really non custimisable aspect of at home computers is kind of off putting but on the same machine better for a work.

Pandy 7:05 am 11 Sep 12

Truthiness said :

Sure apple spies on everything you do and provides access to the feds, but so do Intel, Google, the phone companies and Microsoft.

Can you back up this claim?

Pandy 7:04 am 11 Sep 12

FioBla said :

The sales part, not so much. Price-wise, IMO JB-Hifi, DSE, Myer is still better during the 10% sales. Although Apple Stores do match those prices sometimes when JB/DSE has those sales (elsewhere, e.g. in Sydney). Target/Kogan sells/sold iPads at 8% less. And the Apple Store sells peripherals seemingly at RRP, which is usually relatively high.

As a mere reseller, I don’t know how they are allowed to. However, IMHO they offer out dated stock during their dales.

Apple Stores do offer a few bucks off for educational pricing, but I have never known them to offer a sale.

rosscoact 4:26 am 11 Sep 12

c_c said :

rosscoact said :

My Macbook Air is beautiful, your PC isn’t.

Nuff said

HP Envy, Dell Adamo, the still-born Courier and successor Microsoft Surface…

Apple has some of the best industrial design in the world, but there’s a lot of other great designers and designs out there too.

HP envy is nice but I’ve been burnt by HP so many times before (I can get at staff prices). The Adamo is a nice piece of design but I think the Apple is better, the Surface I really wasn’t aware of. They are really playing catchup with the latter, it will be interesting seeing how it plays out.

I went over all the ultra portables on the market before deciding on the Air because it was clearly superior in every aspect. The market has certainly caught up in the meantime but it’s interesting that the competitors are often going for a higher price-point.

I’m buying a desktop system soon and have to make a similar decision but having jumped on the Apple train it’s hard to turn back.

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