The Indian tech world usually gets submerged in Apple headlines around September when it is time for the Cupertino tech giant to launch new iPhones. But this year, it is only April, and Apple has been making headlines already. And for a completely different reason as well. All this buzz around Apple is not because of a new iPhone, MacBook, iPad or Apple Watch. Actually, it is not related to a product at all. The reason why Apple is in the news in the middle of April is because the brand has launched two of its legendary Apple Stores in the country, one in Mumbai and another in Delhi. Apple CEO Tim Cook launched both of them – Apple BKC in Mumbai, and Apple Saket in Delhi.
Many might wonder what is so great about a retail store? We already have retail stores from many brands and they just sell products. Well, Apple Stores are different. They are totally run by Apple rather than a franchise and are more about the overall experience they can offer than just about putting products on the counter. This makes them stand out from the usual crowd of retail stores, and gives them an almost cult-like status.
What makes the Apple Store experience different from a routine run-of-the-mill store? Well, there are quite a few things. Here are a few:
Mindful, creative design
Apple is one of the few brands that take a lot of pride in all that it creates in terms of design. In many brands, design is often limited to the products they make. Apple on the other hand carries its commitment (some might even say “obsession”) with design and experience pays a lot of thought to the design of all that it creates which includes products and packaging, and goes for its stores as well. So much so that some of the flagship Apple stores around the world have actually become popular tourist spots and even get more footfall than some “regular” tourist spots in the same area. Apple has opened stores in historic buildings like a 1920s abandoned movie theatre in Los Angeles, or in Regent Street in London. In such places, Apple has used sympathetic architecture and materials that honour the historical building that existed before the Store did. Then there are stores that are absolutely futuristic like the one in Dubai Mall that has the world’s biggest kinetic art installation and one in Singapore that is literally a floating glass ball. An Apple Store is much more than just space between four walls, which adds to its overall appeal.
Ample stock
Ever faced a situation when you want a particular colour, size or RAM or storage variant of a product, but it is out of stock at your local or even online retailer? You are very unlikely to face that problem in an Apple Store. One of the key highlights of an Apple Store is that every product or service that Apple is selling in the country will most probably be available at an Apple Store. That includes all officially released variants, be it in terms of size, specs or colour. Want a particular iPhone case, or a certain MacBook Pro configuration? You will find it at an Apple Store. Apple products are almost never out of stock here!
Help in need, help in deed
Buying a new Apple product can be intimidating. Not only for first-timers but even for those who have been a part of the Apple ecosystem for a long time. Most Apple products come with premium price tags, making them a big investment, which means that one needs to get the right information and guidance while investing in these products – something which is often missing in most multi-brand or even exclusive retail stores, which are dominated by pushy executives trying to hard sell products. Apple Stores, however, come with staff that is specially trained to not just answer customer queries but also guide them, help them identify their needs and also tell them what products would be able to fulfil those needs. All this without pushing the customer to buy. There will be plenty of hardware in an Apple Store, but no hard sell!
Setting the tech assistance Bar at Genius level!
Another highlight of Apple stores is the Genius Bar. These are specially designated areas where Apple experts help solve technical issues that customers might be facing with Apple devices. It’s called a Genius Bar for a reason as the technical experts in the stores know Apple products inside out, unlike the support staff that is usually present in third-party or multi-brand outlets. All you need to do is book an appointment and these Geniuses will not only help you with the issues that you might be facing with your devices but do so in a manner that is relaxed, without any of the stress associated with many tech service and support situations. Whether it is setting up a new device, transferring data or suggesting apps that would suit your needs, these geniuses will have your back.
What’s in Store? Today At Apple!
Another key USP of Apple Stores that helps them stand out from the usual retail chain crowd is Apple’s Today At Apple sessions. These are free, daily in-store sessions that use professional-grade programs to enable users to get more out of their Apple products. These programs take place around the world and are designed in a way that people of all ages and backgrounds can attend and benefit from them. There are many sessions that are often customised to meet the needs of local communities, helping them push their creative boundaries and do more with their devices. These sessions regularly feature local artists and experts, who share their knowledge, enabling those attending to.
Trade-in your Apple devices
Another edge that Apple stores have over usual retail stores is that in these stores customers would also be able to trade in their Apple devices without any hassle. There are a set of eligible devices that you can bring to these Apple Stores and exchange them for other devices, which you can get at a special price. No need to deal with (often dubious) third-party vendors and worry about getting ripped off. Just walk into an Apple Store with your device and rest assured that you will be offered a fair price for it.
Order Online, pick up offline, and more
The Apple Store works seamlessly online as well as offline. You can place an order online and go to an Apple Store to pick it up, if that suits your convenience. You can also order at the Store and get the order delivered at home.
Related: A look inside the Apple Saket Store
These are just some of the things that make shopping (or even just walking around) an Apple Store special. They are a lot like iPhones and Macs – more about the experience and the sheer ease of use than the spec sheet! And they look wonderful as well.
