Opinion: And Apple Taketh Away…
- May 31st, 2009 - 2.00 am UTC
- Apple News, Apple Retail Stores, Opinion
- dizzle
Apple retail stores currently offer a great program called One to One training. Here is the description from the Apple site:
As a One to One member, enjoy a year’s worth of personal training sessions for just $99. Sit down for in-depth, face-to-face sessions with your very own personal trainer. Experts in all things Apple, our Trainers help you get the most out of your Apple products. Just tell them what you want to be able to do, and they’ll teach you how. To become a One to One member, visit your local Apple Retail Store.
For that fee you are able to attend one one-hour lesson per week on a wide array of topics. It is not limited to one store nor must you spend the year on only one learning track. Sounds great right? Well, like @mac.com, it is about to go the way of the dodo bird for many customers. As distilled by TheAppleBlog:
Here’s the new deal. Whereas previously anyone could buy a One to One subscription without an accompanying purchase, beginning June 2, Apple will limit new subscriptions to customers buying a Macintosh at an Apple retail store or on the Apple Store web site.
There is no “grace period” for the undecided, either. Customers who want to buy a One to One subscription must do so on the day they buy their new Mac. Existing One to One customers will be able to renew their subscriptions for one further year.
Apple’s focus with One to One is shifting away from convincing customers to switch, to supporting customers who have already made the move from PC to Mac. “We originally set up One to One to get people to switch to the Mac,” Johnson said. “Now we want to expand it to make it even more relevant to people who have bought their Mac.”
I have two thoughts on this change: big mistake and corporate double-speak.
In USA Today, Apple Senior VP of Retail, Ron Johnson relayed the following:
The company said Wednesday that it plans to remodel 100 of its stores this year, to make more room for customer training and displayed products. Additionally, it will open 25 new stores, including a fourth location in New York City, and new ones in Paris, Italy and Germany.
“We know that a lot of people are cutting back, but we’re doing the opposite,” says Ron Johnson, Apple’s senior vice president of retail. “We’re investing in the downturn.”
If all of that is true, why are they cutting back a hugely successful program? It has been speculated, not without reason, that Apple’s cutbacks in full-time positions have created a shortage of employees qualified to do such training. Considering that some of the training is on such sophisticated program as Final Cut Pro, that sounds plausible. It appears to me that they are touting an expansion while slipping in a contraction through the back door with a side-order of unwarranted pressure on a new purchaser to have to make a decision on the spot. Current subscribers can renew once.
In my opinion what this amounts to is “buy a new Mac, and you get the privileges, but if you hold on to your trusty Mac, no soup for you.” I don’t see how this benefits them unless they are purposefully trying to strangle the program. I can’t imagine many people falling for the point-of-sale pressure sale (which is sleazy IMHO), so this will turn into a minimal boutique program for their new conquests. I, the loyal Mac owner, am shut out. I found this option to be one of the perks to being a Mac owner, and one I use to evangelize the Mac to my friends who fear having to learn new things but do not want to feel like they have to spend $100 right at point of sale for the privilege of having security in knowing that there is someone to teach them if they can’t figure it out themselves.
All in all this has the sour bite of a Granny Smith rather than the sweetness of a Macintosh. There is one potential upside that needs to be explored further. Ron Johnson had also stated:
Still priced at $99, the annual subscription includes personal setup, transferring of files from an older computer (Windows or Mac) and help with projects.
In the past, sessions timed out at one hour; now the limit is three hours, but sessions might also include up to three participants.
Does this mean three hours a week? Three hours once every three weeks? Those details remain to be seen. Since I had wanted to sign up and don’t plan on buying a new Mac any time soon, I went to my local Apple store last night and purchased a one-year membership. I hope I will qualify for the one-year renewal as well. I mentioned to the Apple-bot that I had heard about these changes, but all he would say is that “there are exciting changes to be announced to the One to One program!” I told him the changes were announced and that they weren’t all that exciting. I then received script number two: “No comment.” Yes that is hyperbole for effect. The employee was very nice and helpful, but it was apparent that I knew more than he did and that he wasn’t comfortable with criticism of Apple being aired, and even less comfortable when I said that I was about to write on the subject. Usually I am helped by someone who already knows who I am as I tend to be quite outspoken when I visit. Hard to believe, I know.
Apple, this is a mistake for the following reasons (I love lists):
1. Pressure-sales have never been your style. The decision to purchase an extended warranty and training is something to be done after a few days thought, not on the spot of an already expensive purchase.
2. So someone doesn’t buy One to One training and is thoroughly confused on how to use their Mac. In the past you could offer One to One training and save yourself a return. Now the customer will return the computer, and if they were willing to try One to One training, turning them away will make them an angry camper that very likely will never consider a Mac again.
3. Existing loyal users, such as myself, have come to rely on the availability of One to One to learn new things. What is the incentive to buy or upgrade to new Apple programs if we were the type to know that One to One was there as a safety cushion?
4. You make money on this. It isn’t like it is free. If it isn’t turning a profit, increase the price. No one expects you to be a charity.
5. The people coming for One to One are foot traffic to your store. They might not otherwise have returned for months or even years. Now they are there up to once a week to see all the new shiny, shiny and breathe in the RDF-infused air.
6. It creates community. Apple has remained aloof to community and in that I believe it is really keeping itself from even further success. Non-paid enthusiastic users are the best salespeople in the world.
7. Most people still consider the Mac the great murky unknown, and with Microsoft’s latest pushback (and they are good on selling fear of the unknown as they are currently doing with Linux) this is a bad move. Even if very few might-be-switchers took advantage of this, the very fact that is was available was reassuring. It was to me when I was Mac-curious.
Do you think I am right, or am I out of my tree? Let me know below.
About Me: In addition to my position as Assistant Editor at World of Apple, I run idrankthekoolaid, an Apple fangrl satire blog; and am an Administrator at MyAppleSpace in which I also fill the role of Hostess of their vidcast MASTv. I would really enjoy it if you would follow me on Twitter.
Comments
Tom 31st May 2009, 07.35 am
Point #4 is key. I suspect they were not making money, but losing it. To price it where it would pay would be high enough the outrage would be extreme. So, instead, they’re essentially killing it by making it only available to a new hardware purchaser.
I could even live with that, but am bitterly disappointed that it must be bought on the spot. There should at least be a 30 day grace period. Pressure sales blow, and I agree it’s just not Apple’s style. Big mistake, I think.
By the way, just wanna say I appreciate your posts here on the ins and outs of Apple’s court cases.
dizzle 31st May 2009, 09.19 am
Hey thank you very much.
The funny thing is that a new purchaser is more likely to cost more (more likely to actually come every week) than a more seasoned user. Even if they are losing money, it would be a loss leader; it gets people into the store. Even if those people don’t buy anything, people walk by the store, and wow, it looks busy, let me go in and see what the buzz is about. For a year’s worth of training, I actually think they could get away with charging up to double. Perhaps offer an incentive to buy it on the spot and for renewing current subscribers.
I think there are dozens of way they could have done this better, but to me the worst part is hiding it within an announcement about how they aren’t cutting back in a recession, when this is a cutback, and the Apple store guy telling me there are “exciting changes!!!” No one I spoke to who knows the details find it all too exciting.
A point I forgot to mention is that this raises the long-growing suspicion that Apple is beginning to put Macs on the back shelf as they move to be more of a general consumer electronics business.
In light of the Microsoft pushback, the timing is also terrible. Right now they need to sell, sell, sell the personal attention and service. That is the one thing that will effectively neutralize Microsoft’s hardball tactics on the price issue.
Daniel Kvasnicka 31st May 2009, 13.25 pm
I’m afraid that Apple has already become pretty well acquainted with pressure-sales
Consider removing FW from MacBook (want an unibody Mac with FW? well, buy a MacBook Pro!) or making Snow Leopard Intel-only (we all know that there are tons of Macs all over the world that could run SL very well)…
Glenn Peoples 31st May 2009, 14.04 pm
“Now we want to expand it”….
It certainly is corporate double speak. Since when does reducing the availability of a service amount to “expanding” it?
Richard 31st May 2009, 16.04 pm
1. Anyone in retail (i’m a retail IT person) knows that ad-ons after the sale don’t happen. You don’t order dessert an hour after you eat, you just aren’t hungry and you don’t buy warranties or ad-ons after ‘you thought about it’. Some do, but most don’t. That is what the industry shows.
2. I agree, and this should be at a higher cost perhaps. I would love to go back and learn FCP or Aperture. But school is not cheap. (see #4)
3. Same as #2
4. They make money on this at $99? REALLY? 99/52 = $1.90 / hour. (not taking into account the 3 hours of the new plan) What do you make that this looks like making money to you? Even if everyone just took a third of the classes that is under $6/hour. Again, where do you see the profit in this??
5. Perhaps for needed ad-ons that they would have purchased anyway (backup drive and cables) I hardly think a new iMac owner is purchasing a MacBook during One to One training.
6. Have you been to a One to One session? I have never been impressed with them. Unless you go Pro, I found that they are not fully knowledgeable on their products. Recently when I took my boss in to buy her new MacBook Pro I had to show they guy a few things, and other things he was trying to show would not work. Grrr
If they really wanted to push for newbies, they would hold sessions for us that would go over new tech, hidden techniques, and how to integrate Macs into our lives and with PCs. This would give us more to promote the brand.
7. Take #6 and make one for newbies also. A class of 10-12 before store hours, and you can learn about a Mac prior to purchase. When the class if over (and the store is open) you can talk to someone One on One.
Yes, I think you are taking this a bit far. $99 is not much to make a decision on at the POP and is a logical add on for newbies. A more expensive block of learning time would be great for those not willing to commit then or for us wanting to take our skills to the next level later.
‘Apple Seed’ seminars would be great for those wanting to get to know a Mac while ‘Apple Core’ training for those of us wanting wanting to learn more about a particular app or concept, and ‘Apple a Day’ store seminars for those of us wanting to keep up with the latest tech, tricks, and integration. Seminars are groups of 10-20, while training is One to Three.
M!M!C
dizzle 31st May 2009, 23.01 pm
I think Apple is the exemption to that rule. Do you have any statistics on that? I only have anecdotal evidence but everyone I know that has AppleCare did not buy it at POS. And here I am buying One to One three years later. I would never have bought it at POS. Neither of them. The Mac is expensive enough, why make it more painful?
(And I have well over ten years of retail management experience myself including selling warranties and the like, I worked at Service Merchandise before it went under and was well on my well to corporate management position at their home office.)
Buy it now. You can. I bought mine now to get FCP, they have certified trainers, go for it. But I agree, rather than lose it altogether, if profit is the reason, make it profitable. Some people will cry about it, but reasonable people will realize that Apple is not a charity.
Yep.
You are being short-sighted. First, from what I read, people take less than one-third of the classes and the ones that take more do so on very simple topics that the lowest trained employees can handle. But that really is besides the point. ALL retail has loss leaders. Supermarkets routinely sell a lot of items at a loss to get people in the store. Foot traffic equals sales. And if you can have a loss leader that actually educates your consumer and makes them more loyal, all the better. See, without offense, you are thinking the Microsoft way. What does it make me NOW. But that isn’t how Apple works, nor how their products have value. There is no argument that just looking at the cost at the register Apple products are more expensive. But I firmly believe with TCO factored in, they are way cheaper than anything out there. The total cost of this program is profitable (despite the fact that I have read it is profitable as it is right now, I think they are envisioning it to be unsustainable if they cut back on full-time staff as they already have). So charge more and keep the staff.
They make a ton in peripherals. Buy an iPhone case at the Apple store. It is three times as much as Amazon. And sure, they may not buy a MacBook, but if they were lusting for a netbook, an Air might be attractive. In fact my latest visit to the store to sign up for One to One training has pretty much solidified my design that I am not going to try to make a hackintosh netbook for fun, I am going to buy an Air. It is what I need. But they will buy the new shuffles, the AppleTV, maybe an iPhone. Get them in the store and they will buy.
You got me there. I have my first appt on the 6th, and perhaps I will make it a regular feature here if my editor approves to report on the quality. Would you be interested in reading that?
Absolutely. I was going to go into that in the Op-ed but it seemed to go a bit afar of the initial point I was making, but I think they need to zealously take a loss and get in those PC users. Make it a party. I see such opportunity for sales there. Hey maybe Apple should hire me, I have spent my life in promotions of one kind or another. Actually Apple will not hire anyone who writes about Apple, I already asked as I wanted to work there for extra money during the holidays. They are quite paranoid about the Apple web.
Yep, that is perfect. Apple should hire both of us.
It would have been for me. And in my retail experience it is. Plus my inherent distaste for optional add-on decisions at POS. I think that is trashy business practice. And Apple has more class than that.
We agree on quite a bit. I have been somewhat disloyal this part year as I am fairly good on picking up undercurrent vibes, and Apple is slipping. Hopefully Dear Leader’s return will turn it around.
dizzle 31st May 2009, 23.02 pm
Yeah that was a real howler. And the silly enthusiasm of my Apple salesperson was amusing, especially when he didn’t know what the heck he was talking about.
dizzle 31st May 2009, 23.05 pm
I wouldn’t consider that a pressure sale. But it could be considered forced premature obselescence requiring earlier upgrades than a user would normally contemplate.
The firewire thing is particularly silly. I understand that the advanced video editing they want to drive to the pro models. But what about targeted disk mode? That is a basic ground-level feature that should not be limited to the pros. In fact the pros probably don’t use it but the more average user who doesn’t think it is a fun day geeking to rebuild one’s system when buying a new Mac.
tom 1st June 2009, 02.07 am
dizzle said: “In fact the pros probably don’t use it but the more average user who doesn’t think it is a fun day geeking to rebuild one’s system when buying a new Mac.”
? Assuming you’re talking about upgrading your Mac using Migration Assistant; I’m not good with math, but I think that an end-to-end gigabit Ethernet connection is faster than even a FW800 connection. Seems to me that, assuming Apple’s keeping FW around, that they’re just completely phasing out the old 400 connector. The Mac mini has more room inside it (from the pics of MacBook boards, it doesn’t look like it has space for FW), and instead of the traditional, 400 consumer FW, it has 800. Yeah, it sucks that the MacBook doesn’t have FW, but no one really seems to care (isn’t it the most popular Mac of all?) except those of us on the MacWeb, and with more time, Apple can always try and fit it back in.
“If all of that is true, why are they cutting back a hugely successful program? It has been speculated, not without reason, that Apple’s cutbacks in full-time positions have created a shortage of employees qualified to do such training.”
A widely-held, but false, idea. Apple cut back on the number of full-time equivalent jobs, not actual full-time employees. Since part-time employees work odd shift hours, the available hours for them are accounted for as a “full-time equivalents.” All this amounts to is fewer hours available for part-timers, but no one has actually been reported let go. There are part-time Creatives, but the majority are full-time.
dizzle 1st June 2009, 02.37 am
I am referring to moving one’s account from an old Mac to a new one.
Apple has a disproportionate user base on the MacWeb. I only care about it for migration assistant. It doesn’t matter ultimately to me because I have an older MacBook that I will hold on to and a MacPro for my video work.
That is a distinction without a different. Less hours is less hours. It makes no difference to the point if it is part-time full time equivalents or actual full-time bodies. The MacWorld piece I linked to did use the word full-time equivalent so I should have been more precise, but to me it is word games. Here is what MacWorld said that I think you would agree with:
It is still a cut in hours. It matters for other reasons if it is an actual full-time person (benefits, etc) but not for the issues in this article with the possible exception of the more complex programs requiring employees with greater skill who have the value to demand full time positions.
I agree it is better to have one’s hours cut rather than be fired, but as an employee I would see it as a partial-fire. My mortgage doesn’t go down, and if I am $50 short rather than $200 short, I am still short.
This of course is way afield and going into economic theory, but my personal opinion is that it is better for the economy to let people go rather than cut hours. Keeping some people at a good standard of wages will cause them to spend money which will create jobs for the jobless. Cutting hours keeps everyone poor. (Again, totally off topic)
Richard 1st June 2009, 13.03 pm
I can pull some stats from work, but warranty and education are a bit different. I have had VERY few experiences where someone came back wanting a warranty, or that I have gone back asking for it. Warranties also have this stigmatism about being overly expensive and unnecessary. Purchasing education on something you just paid a couple grand on, to learn how to use it, and that education costing $99 is in fact, a no brainer.
People see value in education. I do think this program should be offered afterwards for those like you and me who have owned Macs for a while, but want to learn new apps or newer versions of current apps. But pushing at the time of sale for the low price of $99 is very smart.
Then Apple is short-sighted as well. Yes, I gave what a third would be, and you still don’t make money.
LOL No it is NOT M$ thinking, but thinking in the manner of business. Yes, a loss leader is there to bring people in to purchase other items. But the Apple store is not a supermarket (for most
You don’t walk in and say ‘Honey, look, they have Air’s on BOGO’. YOU may be at this point looking at an Air, but anyone dropping $2000 on a new iMac surly is not.
Perhaps nearing the end of their classes they might look to other purchases but you would then have to figure who goes to classes beyond the first few months. The Mac experience I believe would sell them on future Apple products more than from a class.
They have high profit margins on these products. That does not equate to sales. I just purchased a ‘My Book’ from Amazon as the Apple store had it for $20 more. (I was in to buy cables for my migration)
So you are suggesting that someone purchasing a new iMac, being in a class, might just glance over at the Air and say, wrap it up? The economy must be doing heaps better than what I see.
Get them in the store and they will buy. Sounds like an ad agency more than a manager. AppleTV’s are selling how well? Yeah, people are just walking in a buying them up! LOL An iPhone is not something you see and say, hey, I’ll buy that. There are many more considerations. You don’t discover an iPhone at the Apple store, you visit (or an AT&T store) to learn more about it.
However, it is correct to think that the more you get them into your store, the better brand awareness you will have with that customer, that will hopefully equate to future purchases. But to compare yourself with someone buying their first Mac is hardly the same. You drink the Cool-Aid just like the rest of us
I do agree it is to bring them into the family, but we discussed better ways of doing that. Also, the huge thing here is to actually teach newbies on how to use the Mac so they won’t get frustrated and return to a PC. Or worst yet, trash talk Apple for their lack of ability to learn something new. In IT, I can’t tell you how often I have to show someone something VERY basic on a PC or Mac.
YES, that would be a very interesting read! Really it would.
I found I was more frustrated with the lack of knowledge from my teacher, that I did not go back and finish past a few classes.
I see your bias is showing why you feel this way. Do you buy a phone case with the cell phone? A car charger? WHAT? You DO? Damn add-ons!!
If truth be told I think One to One should only be for Pro apps. Have larger classes as described in my previous post for newbies. I think it has been shown you can have classes of 10 people and educate them well. You save on trainers time, and you actually build a community of more than two people : )
Whoever has Apple’s ear, please pass these post over to them.
tom 1st June 2009, 20.49 pm
dizzle: “That is a distinction without a different. Less hours is less hours. It makes no difference to the point if it is part-time full time equivalents or actual full-time bodies. The MacWorld piece I linked to did use the word full-time equivalent so I should have been more precise, but to me it is word games. Here is what MacWorld said that I think you would agree with”
Fewer hours *is* fewer hours, bur primarily from a different pool than the full-time staff. Creatives are almost entirely full-time, and work 40 hours per week. The role isn’t like a Genius, Specialist or Concierge, who (in theory) could be told to work harder, producing more results with the same, or fewer resources. Lessons are an hour.
“It is still a cut in hours. It matters for other reasons if it is an actual full-time person (benefits, etc) but not for the issues in this article with the possible exception of the more complex programs requiring employees with greater skill who have the value to demand full time positions.”
Creatives aren’t hired by skills in Pro apps. Appointments for Pro topics are restricted to times a trained Creative are available to give them. If there’s more of a demand for Pro apps in an area, the stores can ‘upgrade’ the staff.
“Apple has a disproportionate user base on the MacWeb.”
And Apple now has a disproportionate amount of new users coming from the iPod (and now, by extension, the iPhone) and choosing MacBooks. PCs barely use FW, so these folks won’t notice its absence. Legacy owners simply don’t upgrade; Mac users went over this already with initial MacBook Pros lacking, I believe, FW800 (where the eventual 17″ did) and iMac 1998. The sky hasn’t fallen. I think this is the same argument as those who miss the 12″ PowerBook and would like a 13″ MacBook Pro. A computer (the regular MacBook) designed for the consumer masses doesn’t require FW. It would be nice for those of us who want it, but those of us shouldn’t be in the habit of buying products that don’t fit our needs.
dizzle 2nd June 2009, 01.37 am
Richard, I can’t provide you with hard statistics, but I would bet my Macs that AppleCare is the exception to the rule. Nearly everyone knows or is advised that you have up to a year and that you can get it cheaper on Amazon. With Apple, I think you are just simply wrong on the warranty thing.
Purchasing education normally would be a no-brainer, but these economic times must factor-in. And speaking of stigmatism, people do not like having to decide on the spot. NOW what they DO like is getting it cheaper if they decide on the spot. I think that might be a great way to increase revenue. $99 if you buy it now, $150 without a Mac purchase or bought later. What do you think about that?
With tech, loss leaders work, just not the same as a supermarket. Do I really need an Air or have I convinced myself of that because I make frequent pilgrimages to the Holy Land? Out of sight, out of mind. And odd that you mention the AppleTV, that is now in my radar because when I go to the store I think, “Hmm I love my Macs, my iPods, my iPhone, and all the other iCrap I have, what else can I buy?”
What I meant by M$ thinking is just not thinking of long-term and perhaps intangible benefits. Let me throw something else at you. The one to one person never buys another thing. But they are a body in a store. I go the mall by me and there is a Sony store. There is never anyone in there. I would like to go in and just browse, but I feel like the sales people’s eyes would all be on me since there is no one in there. You walk by Apple, and it looks like a party is going on in there. THAT person, who is drawn in by the people might be the sale that results.
Your brand-awareness point is a very good one that I didn’t think of.
Actually I don’t buy cases and the like at the Apple store, but only because I am a bit….. odd….. and I like very unusual flashy designs. So I search on Etsy, Amazon, or make my own. Plus, one of the benefits of working for WOA is that I get some items to review, so I am not a good example.
I will ask the Senior Editor if he would like me to write a column on the One to One experience. Just an FYI, I did a LOT of video work on the PC side. I hate learning new complex programs. I bought Final Cut Pro six months ago, and you know how expensive that is, and it is still shrink-wrapped and in my desk cabinet. I am dreading learning something new when I already knew the Windows side. So, what I decided to do, was start very simple, with iMovie and work up to FC pro so my first classes will be basic. But that will be good I think for the readers to see a progression. Thanks for you support, I think I would enjoy writing such a column.
dizzle 2nd June 2009, 01.42 am
Tom, I am not sure where we disagree if at all. When I tried to make my One to One appointment we went through the Creatives schedule, and at this store they were part-time. And I travel a bit of a distance to go to a store in an affluent area that is very busy.
The new white MacBooks still have FW, don’t they? When I was a PC user, I didn’t know anyone that was remotely knowledgeable that never heard of Firewire, especially those doing video of any sort, or really paranoid about backing up.
I miss the 12″ PowerBook, and I never even had one! I just think a 12″ screen is the sweet spot for that range of computer.
tom 2nd June 2009, 17.15 pm
dizzle: “Tom, I am not sure where we disagree if at all.”
My biggest points are that Apple isn’t kicking anyone out of the program right now, isn’t firing anyone because the existing program still needs to be supported, and that when financial times are tough, the best thing to do is reduce hours where the reduced spending is (part-time sales staff).
Switching to FW: the majority of PCs (no, I have no numbers) simply don’t have either FW at all whether the users know about it or not. FW is missing on one model Mac, the Aluminum 13″, completely, but an *upgraded* FW port is present on the half-price Mac mini. It simply isn’t a big deal right now. If FW starts dropping from *more* models, then it’ll be something to complain, worry and be angry about (I sure as hell will be doing all three). The sole lacking-FW computer is, right now, an aberration, not a policy.
dizzle 2nd June 2009, 18.22 pm
How did we even end up on FW? When everyone kicked up a huge fuss, I shrugged and said, “We Apple peeps are the biggest crybabies on teh interwebz.”
csh 2nd June 2009, 19.09 pm
The reason you have few experiences is because almost all retail forbids the customer to come back and get something after the sale. They force it on you at purchase, and tell you that you cannot get it later.
Self fulfilling prophecy.
I’ve never seen a retail store where you could buy an add-on after the sale, so how did you expect there would be any statistics that said it happened?
I think people do want that option, and retailers do not want to offer it.
I would also think this is a good read. I’ve never been impressed with Apple Store staff. “Apple Genius” is an oxymoron. I’ve yet to ask them a question they could answer, but they always smile while they tell me to shove off…
I don’t buy those things with a cell phone, and neither do most of the people I know. It’s high pressure, over priced crap that smart consumers avoid.
Ditto for “extended warranties” and other pure-profit madness from retailers. It’s called up-sell and it stinks, and almost all retailers do it dishonestly, deliberately lying to and misleading the customer. I’ve watched this for years and it is disgusting, and it’s no wonder so many retail stores are dying. Service Merchandise, BTW, was one of the worst of all.
I’m a die-hard capitalist, so this isn’t about me thinking business is mean, it’s me realizing they are into self-destructive behavior when they do this. Short-term profit and short-term thinking, and eventually shuttering their doors.
dizzle 2nd June 2009, 21.22 pm
The Senior Editor gave me the go-ahead to do a report on the One to One training experience. Obviously, I am not going to tell the store I am doing it because I want as “normal” of an experience as possible, though a lot of them know me already there, but that is mostly the Genius Bar guys. It’s kind of nice to walk in and be greeted with “Yo dizz! How’s the Kool-Aid treating you!”
(and sshhh don’t tell anyone but the whole interwebz but I put in my order for an Apple TV and MacBook Air yesterday—real life has been tough on me lately and gadgets are my drug of choice)
dizzle 2nd June 2009, 21.25 pm
Oh, and lest I forget. Thank you everyone who commented. I think I speak for all writers that the best part of doing this kind of thing is the interaction with people. It is very discouraging when a writer puts a lot of work into some things and no one comments. A lot of people read and don’t comment. So, if you are at some site, any site, and you like an article, you will really brighten the author’s day even with just a short note.
And thank you immensely for the inspiration to do the series on One to One training. I get tired of all the legal minutae sometimes, and even though it looks like Psystar is dead in the water, we all know that Quo will be up to bat next. I wonder if they got a cease and desist letter yet?
Richard 3rd June 2009, 12.19 pm
Like I said, I am happy to purchase later at the higher price. However, Apple knows marketing (very well) and they know with a little bit of pressure, they get you. Case: took my boss up for a 15″ MBP and a 24″ LCD. She was opting for the higher specs in stead of the AppleCare. She was going to ‘think’ about it as they guy was dumb enough to tell her she had a year to do so. She did get the AppleCare once the guy said the 24″ would not be included in the same price if purchased later.
Again, this works for us drones, but not so much for those who drank their first cup of Kool-Aid. They perhaps would purchase more 4,5,6 months down the road, but we already agreed they don’t stick with the classes that long, so that point is mute.
May I suggest Lynda.com for your FCP training?
http://www.lynda.com/home/ViewCourses.aspx?lpk0=346
You need to look at it as some courses are really good (PHP, MySQL) while some are bunk (networking). However, they are upgrading most oder titles. FCP 6 is on there.
Final Cut Pro 6
Final Cut Studio 2: Chroma Keying 1:58 08/08
Final Cut Studio 2: Moving on Stills 2:29 08/08
HD Workflows with Final Cut Studio 2 2:48 04/08
Final Cut Pro 6 Workflow 7:15 02/08
Final Cut Pro 6 Essential Effects 9:08 10/07
Final Cut Pro 6 Essential Editing 10:46 08/07
Final Cut Pro 6 New Features 1:32 06/07
Digital Video Principles 2:35 08/05
That is over 30 hours of video!!
Email me if you get the go on the new project. That sounds cool.
Richard 3rd June 2009, 12.32 pm
You need to read over this statement again and think. Do you really believe an industry is doing the opposite of what provides sales? If warranties sold after the original purchase, retailers would offer it as such. Money is money.
The reason they don’t is because you can’t guarantee the state of the product once it leaves your store. That is to say you can’t purchase a warrantee after you broke your purchase. If that was the mindset, then NO ONE would purchase a warrantee until their item broke. RIGHT?
I would not say all warranties are bad, but would agree that most retailers suck at promoting their value.
I think any program should be based of the time of purchase as we discussed above. Buy it now at $99 or later at $199 or much later at the regular price of $299. I would actually hide the $199 and send them an email offering the $199. This way they only see the $99 and regular price of $299.
I am also hoping Apple hears about the seminar ideas. I would gladly pay to go to many of them myself.