Alex Zaharov-Reutt
Thursday, 19 June 2008 09:26
Opinion and Analysis
Page 1 of 2
With headlines like “a glass act” and “full of hot air”, the journalist
reaction to the Apple store opening extravaganza has been curious to
see. But for anyone that has ever been into and shopped at an official
Apple store already knows – it’s a retail experience unlike any other.
At 5pm today, on June the 19th, the first official Australian Apple store of the 21st century will open its doors to the public in Sydney.
Equally officially, it will be the world’s 215th Apple store and the world’s second largest after the Regent Street store in London.
It won’t be the last official Apple store in Australia either - two more are due later this year, one in the Sydney suburb of Chatswood, the other in the Chadstone shopping centre in Melbourne.
Although Steve Jobs was rumoured to be attending the launch of the Australian Apple store on the corner of King and George Sts in Sydney’s CBD, very close to Apple Australia’s headquarters in the Hilton Hotel complex further down George St, he was replaced instead by senior retail vice president Ron Johnson.
Johnson said that: “We are thrilled to bring the unique Apple retail experience to Australia. This breathtaking new store will be the ultimate place for the people of Sydney to shop, learn and be inspired.”
The store itself is exquisite. Massive glass windows with the largest glass laminate pane in the world, an enormous glass staircase, huge open spaces, a ginormous white Apple logo on the front and plenty of Apple product on display and staff to help you out – including 80 Macs and 60 iPods, although iPhones aren’t yet on display – they’re waiting for July 11 first.
You won’t see the cluttered retail environment that encumbers many other stores, and the staff, while ultra-enthusiastic, are knowledgeable, friendly and numerous – and there’s 125 of them!
You can actually “book an appointment” with a “Personal Shopper” to help you decide which Apple item to add to your collection, or to start your cult of Mac membership with.
Indeed, visiting the Apple store is practically like an initiation, although given the quality of Apple’s products and attention to detail their store is presented in, it’s the classiest initiation you’ll ever attend.
The Genius Bar is the biggest in the world at 20 metres long, with an appointment needed to speak to one to get your Apple issue solved. Hey, even Apple products can have issues, sadly, but at least getting it solved should lessen the chance customer service nightmares dramatically.
The on-site classes are impressive too. Please read on to page 2.
