The recent purchase of my Macbook Pro was the first time I was able to buy a computer from an Apple retail store, and I wanted to post a few of my thoughts about the experience. I think the thing that stood out the most for me, was how smoothly the whole process went. Usually when I go into a computer store such as BestBuy or Futureshop, I’m immediately “attacked” by a sales person who makes it so very clear that he is more than willing to give me any information I may need about a product. I find this rather funny, because most of the time the salespeople actually have very little personal knowledge of the products, and only know what was in the training manual (which is very little). However that doesn’t stop them from trying to pretend to know everything, and in the process making a fool out of themselves. I remember a friend of mine telling me once how a Futureshop employee was trying to convince him to buy the most expensive optical cables because of the superior shielding that would protect them from electrical interference (last time I checked, light pulses weren’t susceptible to electrical interference). As well, if you are not buying the machine that they personally prefer, they won’t hesitate to tell you why you’re making the wrong decision. The whole experience just seems very “used car salesman” like. One of the most irritating things I’ve experienced recently is that Futureshop no longer give internet access to the display models. If you want to use the internet on a computer in the store, you have to head over to a designated station, that consists of horribly slow systems, running some extremely locked down proprietary browser that will basically only let you look at Futureshop online.
Now on to the Apple store. I walk in to a very busy store, with countless display machines available for anyone to come in and use. Random people just come in and check their e-mail all the time, and it is actually encouraged. The staff are very laid back and friendly, and in my experience have actual real world experience with the products they are selling. For instance, the employee who helped my told me he’s a photographer, and explained why he prefers the matte screen over the glossy. However, he really emphasized that it’s all personal preference, and I should go with my gut. I decided on the glossy, and couldn’t be happier. When I told him the model I wanted, he punched in my order into the nearest display model, and a runner from the stock room brought it right out. I then told him I wanted a remote control as well, so he went over and got one for me from the shelf. He asked if I wanted AppleCare, explaining that having AppleCare will improve the resale value should I decide to sell it in the future, but didn’t say another word about it when I told him I would buy it at a later time. I don’t think I need to say what lengths BestBuy/Futureshop employees will go to in order to get you to buy the extended warranties. He then swiped my card, got me to sign, and out the beautiful glass doors I went. No paying at the back, waiting in line at the front for someone to check the receipt, setting alarms off because they forgot to demagnetize, etc. Just a really great experience from beginning to end.
It’s really no wonder that Apple gets the praise it does. Let’s just hope that as their market share increases, they don’t start resting on their laurels.