Selling A Wearable Apple


“Oh, Apple’s making a luxury watch thing, of course it hired the CEO of Burberry to pitch it.” That’s the common line of thinking when it comes to how Apple will change its retail operations to sell the watch.

But I think that’s shortsighted, and ignores several realities about Apple then and now — and whether Apple is actually a luxury retailer.

The Apple Watch is absolutely going to require a different school of thought when it comes to instructing users in person. I’d actually argue that the iPhone really needed a different retail experience too, but it never got one. It was plopped on the blonde wood tables alongside the Macs. As it got more popular it made the rotation to the front of the stores and took over iPod display areas and eventually the accessory walls.

The iPad, on the other hand, was a natural fit — as an…

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