Microsoft, You Can't Be Serious About Retail, Right?

David Porter, VP of Retail Stores for MicrosoftA few weeks ago there were some concept photos of Microsoft stores floating around. We were quick to dismiss any chance of a Microsoft store making its way to a mall near you. However, yesterday may have changed everything. Yesterday Microsoft announced David Porter would be holding the position of corporate vice president of Retail Stores. 

Among other jobs Porter worked at Wal Mart for 25 years. This story practically writes itself from the press release: 

“I am excited about helping consumers make more informed decisions about their PC and software purchases, and we’ll share learnings from our stores with our existing retail and OEM partners that are critical to our success.”

Defining the time frame, locations and specifics for planned Microsoft-branded retail stores will be Porter’s first order of business.

I'm sure if Microsoft actually gets to the point that they have stores opened, and those stores are even modestly successful, I don't think they'll be sharing that information with other partners. Call me cynical, but I just don't think it's in their DNA (or Apple's for that matter).

The big question though, is what exactly would these stores sell? Microsoft doesn't make computers. Will they risk alienating certain partners by choosing some brands over others in the store, or will the store simply offer accessories, like Microsoft mice, and everyone's favorite, the Zune? 

What benefit does a Microsoft store bring the consumer? Unlike Apple, who could show potential buyers what makes the Mac/iPod/iPhone so special, what will Microsoft showcase when they don't make the hardware? "Here, let me show you how easy it is to use this Microsoft laser mouse!"

I'm pretty sure everybody who wants an xBox can find one, and I'm also pretty sure just about everyone who wants a Zune already got one.

It looks like the only thing they have to gain is the burden and expense of retail stores, and opening them in less than ideal conditions, no less. When Apple opened their first stores, people had little familiarity with the products, and it gave them a chance to try them in a welcoming environment. I think everyone who wants to try Microsoft has had a chance. Maybe that's the real problem

Apple Price Matching Not News

Considering we're the only major Apple blog created by former Apple retail employees, I figured we should set the record straight on reports of price matching at the Apple Retail stores.

1. Price Matching is Not New
Managers have always had some flexibility with judgement calls on price matches. Truth be told, you were far more likely to get a price match four or five years ago, when there was a slower pace to the stores, and CPUs made up a larger portion of the business. That said, generally price matching only applied to the system/Apple products. I remember a gentleman wanted to purchase $700 in iPod accessories once upon a time, and was shocked he couldn't get a discount. Let's face it, even though he had a high item count, $700 is small potatoes in Apple retail. Which brings me to:

2. Price Matching is Not The Same as Cutting a Deal
You should not expect now to get any more of a deal for being a frequent customer than ever before. Don't confuse someone else selling an item for less, with wishing Apple would sell you something for less.

3. Price Matching isn't the Same As Rebate Matching
Macmall, and other online businesses do a good job of offering Apple bundles: Perhaps a free printer, mouse, software, and case, all AFTER rebates. Don't expect Apple to match the after-rebate price.

4. Apple Can't Break The Law
I wouldn't expect Apple to do anything to the price to get it to equal a sales tax-free purchase. It might seem trivial, but I recall many times when people threatened to go to a tax-free store (in tax free Delaware) rather than buy from us due to tax. Apple is not the tax man, and they won't be cutting into their profits to even out the tax burden of buying in-store.

So while it's great to get a better deal, don't read too much into this retail "change." It's a bit of a non-story as price matching as always existed to some extent.

So You Want To Work For Apple? Part One of Many

As many of you know, this website and video network was founded by former Apple employees. Often, people ask us what it's like working at Apple. Well, that's a topic for several blog entries. Another frequent question: "What did you learn while working at Apple to use in the future?" This question usually comes from people considering a job at an Apple Store. Often, their first job out of college. Jamie and I tackled this question in a recent Root Access episode (below).

In general though, here are a few things about working in Apple Retail:
1. You don't have to work for a company because you like it. I remember before working at Apple the countless hours spent checking out the latest Apple news and rumors. A task that was much harder and far fringier in those days. Working for Apple though, certainly took away some of the magic and mystique.

2. If you have technical skills, consider your options. While Mac Geniuses are decently paid by retail standards, if you truly have a grasp of the technical side of things, you could make far more outside of Apple, or even inside Apple in another capacity.

3. Apple Retail isn't the farm league for Apple corporate. While I know many people who've made the leap from Apple retail to "real" Apple, it is a tough road, especially for those who aren't on the programming side. Initially, working for Apple will get your foot in the door, in terms of things like visiting Cupertino (if you're a genius) and yes, there are stories of potential geniuses who were snatched up, and brought on to engineering teams while attending genius training. This is NOT the norm. My rule of thumb would be, if you work at an Apple Store for 18 months and don't see a path to another part of Apple, get out. I personally know three people who ended up in Cupertino by working in retail, then taking my advice and leaving, before getting the call to corporate.

4. If you're retired, think twice. For older Apple fans, the store can look like a fun, and energetic way to spend a few days a week if you're looking to get out of the house. I would strongly advise visiting the store multiple times to get a feel for the actual demands of the store. Some stores are laid back, while others are, in nicest terms, a zoo. Just know what you're getting into.

The bottom line is, if you're looking to start a lasting career, it's nice to have Apple on your resume, but don't expect it to work wonders. And unless you want to develop a career in retail, get out at about the 18 month mark.

Personally, I worked for Apple for about three years. In that time, I was able to change jobs three times, and even helped with some special internal projects. By that time, it was clear there wasn't any sense in staying unless I wanted to continue in retail, which if that's your thing, then fine.

Also know that depending on the crew in your store, it could be one of the most entertaining jobs you'll ever have. It can be hell at the mall too, sometimes with the same people... Look for more in a future blog post.

Not All Apple Stores are Created Equal

I came across this story over at The Consumerist describing a customer's experience at one Apple Store versus another. It seems the ball was dropped on a repair issue that forced the customer to take his computer to another Apple location where the repair was expedited and completed immediately. As a former Mac Genius, and current Apple Store customer, I do believe Apple provides the best customer service experience in all of retail today, however sometimes the quality of service may vary based on a few things.

When. The time of day you arrive can greatly affect your service. I found I provided my best service earlier in my shift, either 9am or 1pm if I was closing. Also typically the Genius Bar is less busy when the store first opens (although there may be a flood of broken iPod customers) and less busy on weekdays.

Where. If you happen to live near multiple Apple Store locations, I'd pick the one that is typically less crowded. Not only will you probably receive more time with a Mac Genius, but they should have less repairs in their queue, ensuring you get your repair back faster.

Who. Sometimes is all comes down to the Mac Genius who helps you. The reality is some do a better job than others. Some are more knowledgeable and experienced, and just interact with customers better.

If you do have a bad experience at Apple retail let them know about it.
http://www.apple.com/retail/feedback/ Believe it or not they do listen.

Multi-Channel Gift Card from Apple

I don't want to make too big of deal out of this, as it may have been Apple Retail policy for some time now. However, I purchased an Apple Store gift card at the local Apple Store today, and on the receipt, it was listed as "Multichannel gift card." This could simply be a change to the way gift cards are differentiated in the store (vs. an iTunes card) or it could indicate a new multi-purpose gift card that could be used in the store, for iTunes, or maybe the new App store...

Rampant speculation, but at least it's not more iPhone news...