The Apple Store in Vancouver is open. And while it offers something new in terms of sizzle, the steaks inside the store have been available in Vancouver for years.
We have Simply Computing, Westworld, Switch, and Future Shop. But Apple is not about the steak - it’s about the sizzle.
When we had our media preview this morning, the simple, stark space of the Apple Store Vancouver still had that new store smell. You know, like a car, but more woodsy and less vinyl.
The staff are beaming, and excited. They’re aligning and re-aligning every mouse along the counter. The boxes are perfectly straight. The store is crisp, and clean.
That’s the sizzle that Apple sells.
Everything is consistent with the message, even the Geniuses at the Genius Bar carry themselves with a subtle I-know-more-than-you attitude. But it’s not stuffy. They’re Geniuses, but not arrogant about it.
That’s Apple.
The question is, on a day like today with the new sizzle in town, would you want to be one of those previous retailers with just a lot of steak?
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