updated 11:45 am EDT, Mon July 17, 2006
Premium Reseller program
Apple UK is working to build its "Apple Premium Resellers" program, according to Macworld UK. "The intention is to get broader coverage of Apple only outlets across cities where we’re not very well covered," Apple UK's managing director Mark Rogers said. The program covers areas in which Apple does not intend to operate its own retail stores but still wants Apple-only outlets to operate. As an incentive to join the program and move stores into higher-profile areas, Apple will give marketing assistance and offer training. However, some resellers don't believe this program is in the best interest of their stores as the proposed locations are too expensive. "We could not replicate the ease of purchase and facilities that we have at CW on the High Street. At a time where Dixons are retreating from the High Street it is difficult to see how low margin retailing can work with soaring rents," Jonathan Cole of Computer Warehouse told the publication.