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Special Report
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Apple Mac
Apple’s Mac business is booming. Mac sales grew at four times the market growth rate during much of 2008.
Apple creates products with extraordinary brand-pull, targets its marketing to consumers’ lifestyle and entertainment needs, and sells worldwide through its online stores, its retail stores, its direct sales force, and third-party wholesalers, resellers, and value-added resellers.
New customer engagement usually begins through use of iPods and iTunes. Apple recently confirmed that the iPod halo effect is a real part of their strategy for Apple Mac sales. |
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Over 100 million iPod owners are currently in the Apple Mac sales funnel, soon to be joined by tens of millions of iPhone users. (Time Magazine has named the Apple iPhone the “Invention of the Year”, and Apple is predicting sales of 10 million iPhones during 2008.)
Apple Stores are proving to be particularly successful. Revenue per Apple Store has been increasing (up 18% compared with a year ago) to $6.6m in the quarter to Sept 07; the Apple stores are reputed to make more per square foot than Best Buy or Tiffany. Apple currently has about 200 Apple Stores, and will add 40 more in 2008, expanding into São Paulo, Mexico City, Sydney, and Beijing.
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