Tuesday, May 13, 2008

Big Apple Comes to Boston

We've had an Apple Store (or as I like to call it, "Mecca") in Tax-Free-Salem-New-Hamsphire (as the advertisers like to call it) for many years. Now the company is opening a store in Boston. It's big news for sure: Front page of the Sunday Boston Globe's Business section this past weekend and its sparked an active discussion thread on Boston.com.

Big kudos to the Apple marketing group who came up with this Red Sox themed signage. Creating an homage to Fenway Park's Green Monster to hide the construction is a stroke of genius. And for Apple, the branding king of the world, to play off the Sox demonstrates just how powerful the Red Sox brand has become.

Incidentally, Apple (NASDAQ:AAPL) is also opening a store in Maine this year, although in their typical AppleSecret M.O., they won't say when or where. The Portland Press-Herald reports it could negatively impact those independent Apple Authorized Resellers who had been holding down the fort. It's certainly a concern, but I tend to see it as a "rising tide lifting all boats" situation.

For instance, I bought a new laptop battery -- for the MacBook on which I'm typing now -- from a local independent shop called MacEdge. They're in the Bowl-a-Rama plaza on Rt.1 South, just a couple miles from my house, whereas Mecca is a solid 40 miles to the West. With gas prices these days, the more Macs are sold (be it at Apple retail stores, BestBuy, online, or through resellers), the more demand there'll be for local service centers for repairs, peripherals, et cetera.

I note that Michael Oh, who operates Tech Superpowers on all-too-near Newbury Street, is using the Apple Store's arrival to refocus his operations toward professional and business accounts, smartly ceding retail consumers to Apple corporate. And yes, as a true Apple geek, he's ramped up about the new store, too, even if might be competition: Check out the "Birth of an Apple Store" blog featuring his way-cool webcam chronicling the construction.

Most importantly, I wonder if I could get to Boston on Thursday night in time to get one of those free opening day t-shirts?

1 comment:

Jeff Cutler said...

OK. I was at the grand opening. See my blog - Bowl of Cheese - for photos and videos and other neat stuff.

Apple is AWESOME! So are Tech Superpowers.

Good times.