Apple to Open Mini-locations Within Target Stores
Apple is partnering-up with retail giant Target to open mini-locations within existing Target stores, according to an anonymous source cited by AppleInsider. Apple, according to the blog, is intent on extending the brand’s penetration into geographic areas that do not yet have the foot-traffic or customer base to support a full-sized Apple store.
The story comes on the heels of Microsoft’s recent entry into the retail store game with 12 stores, including one in Seattle’s University Village directly across from an existing Apple store location. Apple's popular iPad is also facing competition from Amazon's Kindle Fire.
Apple, with 359 stores around the world, appears to be using an approach promoted successfully by other retailers. Store–in-store pairings have worked well for local coffee giant Starbucks, which has put many of its coffee shops in supermarkets. Banks both large and small, from Chase on down to BECU, have also followed this strategy.
What will be interesting is whether or not pairing with a less hip retailer like Target hurts the Apple brand. Look out, hipsters, your favorite tech brand may be getting a tad chintzy in the coming months.
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