Apple Computer Australia is returning to the “top-of-the-market” retail scene after an absence of nearly seven years, according to an
article. The story says that Apple has made a deal with the David Jones Group, and is already selling a full range of Macs and some peripherals at DJs Elizabeth Street, Sydney store.
Arno Lenior, Apple Australia’s marketing director, told Australian IT that the deal is a pilot project and will be extended to other DJs stores nationally in for the pre-Christmas buying system. Traditionally, most Macs in Australia are sold through AppleCentres, independently owned operations. The problem with these retail establishments is that few of them are in shopping centers. And previous attempts by Apple Australia to crack the mass-market retail field have “foundered,” Australian IT notes. This time Apple is optimistic the outcome will be different.
“One, we have a different product lineup — much more striking and attractive models like the iMac,” Lenior told Australian IT. “Second, we’ve learnt our lessons from last time. This time we’re putting a lot of time into training store staff and, in our pilot project, this has been very successful.”
Apple is also evaluating “other models” he added. This could include staffing retail stores with is own employees.