Apple Store Melbourne unfair for disenfranchised consumers?

Stan Beer
Friday, 05 September 2008 10:17

IT Industry - Strategy

After the much hyped launch of its two Sydney stores earlier this year, Apple has finally announced the opening of its first Melbourne store at the giant Chadstone Shopping Centre. The new Apple Store, which will open its doors on Saturday September 13, will unfortunately be a difficult trek for many Melbourne residents.

Apple caused an unprecedented stir in the Sydney retail space when it flung back the doors of its George Street store in the heart of Sydney on June 19. Queues of eager consumers snaked for hundreds of metres down the street as they waited their turn to gain entry.

Less than two months later on August 9 Apple opened its second store at the Chatswood Chase shopping centre in the North Shore suburb of Chatswood. The Chatswood opening reinforced rumours that the anticipated Chadstone store would follow soon.

Chadstone, an eastern Melbourne suburb, houses Melbourne's largest and most prestigious mall. However, there may be more than a few consumers who will question why Apple has not launched a centrally located store in the Melbourne CBD first as it has in Sydney.

Like most of Melbourne's malls, Chadstone is designed for the driver and, for those who rely on public transport, is serviced mainly by buses from the area. Residents of Melbourne's Western and Northern suburbs will find the trip to Chadstone somewhat of a chore.

While a convenient location in the centre of Melbourne may not have presented itself to Apple, there were rumours last year that a store was being planned for the inner southern suburb of South Yarra, which is well serviced by public transport, including both train and tram.

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