Panic Advertising

In Montréal, there’s an Apple store opening up sometimes in 2008 according to local rumors.

I will not even get into saying why Apple stores although successful so far are downright a bad idea. But if you really want to know, here’s the main reason against: it’s never a good business move to compete with sellers of your products.

Anyway, most accredited Apple retailers are panic advertising trying to gather clients’ attention before the king comes to town.

What they do not know is that it’s a losing battle.

Why?

Once that Apple store opens, the deluge of publicity it will get will overwhelm any sort of advertising that worried retailers are running.

In other words, Apple will take over their business and they will be left with nothing since they cannot compete efficiently with big established non Mac computer superstores.

What should Apple Mac retailers do?

Find a new focus to better survive in this brutal industry that has small retailers closing their doors at alarming rates.

For instance, they could focus on the second-hand Mac computer retail market or the third party accessory market (assumed they’re unclaimed) to name two concepts that first come to mind.

That would surely be a better approach than wasting their money trying to seek attention that they will never be able to hold on to.