Sales Trouble For New Shuffle? Retail Continues Stocking Old Model

I was surprised on a recent Apple Store visit to see the last generation iPod Shuffle on display. It's been three months since the new shuffle was announced, with mixed reviews, mainly stemming from the lack of any buttons. A quick call to five other Apple Store confirmed they too were still not only stocking, but also displaying the last generation model.

Secretly, I was relieved to see the older model. I am one of those people who think the shuffle without any controls is a bit too absurd. It's not like Apple to keep something on display in store three months after it has been replaced. Perhaps the last generation shuffle will stick around longer, maybe even longer than the model meant to replace it...

Turn Back The Clock: Magnetic Poetry At Apple Retail Stores

It was a simpler time.. Back in 2002/2003, (holiday season, I believe) the Apple store did something that might come as a surprise: They gave something away for free. (Technically, it was intended to be given with a purchase, but that was not always the case). Yes, it was magnetic poetry. Not just any magnetic poetry, mind you. It was Apple-themed magnetic poetry, surrounded by a design by Rex Ray. With the poetry removed, the resulting frame could also be used to hold a picture on the fridge at home.

Yes, what better way to welcome a new user to the Apple world, than to stuff something magnetic in the bag next to the hard drive. (No problems reported.)

It's interesting to look at the words chosen by Apple, as to what was important at that time. Notice the lack of "iTunes," and of course this was years before words/phrases like "iPhone," and "App Store" would enter the vocabulary. It's doubtful "iSync" will ever have this high of a profile with the company again, not to mention "Jaguar."

So what do you say Apple? How about bringing back the magnetic poetry for the next holiday season with all new apple buzzwords: "iTab," perhaps, or "iPad?" Maybe "Verizon," or "Blu-Ray"?

Apple Retail Layoffs: A Wake-Up Call

Archive.orgLast week, Apple announced a reduction in retail staff of the equivalent of 1,600 full-time positions 1,600 people. As many of you know, everyone involved with TheDigitalLifestyle previously worked for Apple in one capacity or another. Personally, I began as a mac specialist, later as a part of store management, and finally as a business consultant.

I remember in March of 2004, when I was working as part of an Apple retail store management team, rumors were beginning to swirl that full-time employees would be cut to below 40 hours per week. I remember being shocked. I was young, and "drank the kool-aid" as they say. It shook my bedrock view of Apple's retail initiative as first and foremost a showcase for Apple products, and secondly as a profit-driven retail store.

Those rumored full-time staff changes never came, and I don't know how serious those discussions ever were. What I do know is, it made me weary of getting too comfortable in Apple's retail division.

Last week, Apple announced 1,600 positions would be eliminated throughout retail. This as a time when quarterly results exceeded analyst expectations, and the company saw its best non-holiday quarter ever.

It has felt for some time as if some companies were jumping on the poor economy bandwagon to justify shrinking staffs, and now it appears Apple may be one of them. While some now see light at the end of the tunnel in the economic forecast, Apple seems to be getting these cuts in just before it would look absurd to do so. Jobs has stated previously how key the company views increased/sustained investment in research and development during downturns. It doesn't appear that same investment applies to those "in the trenches," actually closing the sales for the company. 

For those of you working in Apple retail, consider this a wake-up call. You may have more love for the company you represent than anyone else at any other store in the mall. Unfortunately, it doesn't mean that the same corporate realities don't apply.

Apple Store Report: Florida Mall, Orlando Florida

From time to time, we like to put on our super-secret disguises, and visit an Apple Store, then report back to you. Today's report is from the Apple Store at the Florida Mall in Orlando Florida. On a recent weekday visit, the store was moderately busy, but surprisingly, only one person was at the Genius Bar. (Previously, AppleCare wasn't available in Florida, which might still affect genius bar business to some extent.)

Apparently the one person getting genius bar help had waited for quite awhile, as she was complaining that she didn't understand why there was only one genius available, while a dozen Apple employees were just standing around. This is one part of Apple's decision to greatly segment store responsibilities. To customers, it seems like employees are "standing around" while people need help, when in reality, they are assigned positions like concierge, "greeter" etc.,  While specialists have always been assigned to certain store areas, they were free to help people as needed in those areas.

The Florida Mall location is clean, and quite neat. As a 45 foot store, there's plenty of room to check out a ton of computers and iPods. Compared to the smaller 30 foot store, this layout gives you plenty of chance to play with the latest Mac and iPods. 

So kudos to the Florida Mall crew for a neat, ad-ready store, and sufficient staffing levels, at least for a weekday afternoon.

Want to help us with Apple store reports in your area? Send an email to feedback@thedigitallifestyle.tv 

No Plastic Bags? Reality Meets Enviromentality

From Apple Insider, comes word that Apple is no longer offering plastic bags with purchases. Instead, they will offer to assist you with purchases of more than a handful to your car.

Macnn speculates this is related to the ban on plastic bags in San Francisco. Well, we pride ourselves on being green (read our report) but there's a problem with this move by Apple: there's no good alternative. Imagine how popular Apple-branded reuasable canvas bags could be! What a great way to advertise the brand (ok, maybe they don't need much more of that right now) and help the environment, without inconveniencing customers. Maybe, just maybe, Apple could even bring itself to throw in a canvas bag with a certain purchase amount. Crazy, I know, but if you buy MobileMe and AppleCare with that new laptop, the least you deserve is a $3 canvas bag from Apple.

Keep up the "green" work Apple, but help customers to have a viable alternative too.