Best Buy Apple Section

In May 2007 electronics retailer Best Buy began rolling out a special Apple section in its stores, as part of renewed attempt by Apple to broaden distribution of its computer products. Best Buy, Circuit City and others had been selling iPods for almost two years, but unlike CompUSA, had not been allowed to sell computers. After a year-long, 57-store pilot sales program was declared a success, Apple agreed to expand the sale initiative to 200 stores during 2007.

The Apple section consists of just three fixtures: a display table, strangely colored black, a free-standing, two-sided cabinet shelf, and a second single-sided shelf with locked, glass-covered compartments.

The computers on display include the three iMac model sizes (17", 20" and 24"), and three laptops (2 MacBooks, 1 MacBook Pro). All six computers are turned on, linked to the Internet with a 2 Mbps connection, and running a special application that introduces visitors to the various Apple software applications (the same app has appeared on Apple computers at CompUSA).

When I visited this San Francisco-area store at about 4:30 p.m. on a Friday, there wasn't a salesperson in sight in the Apple area, and none approached me even after I was there 10 minutes.

Overall, it presents Apple computers in a dignified, if simple, way. However, the software titles are extremely limited, the graphics and signage are minimal, and there is an absolute lack of buzz, something that Apple's retail stores are proud of. Of course, the entire Best Buy store has no buzz. So, if you coming to buy an Apple computer, just don't expect to find lots of interesting people hanging around the Apple area.

Also notice the photos at the bottom of this page from flickr by el frijole that shows a more complex set-up inside a Best Buy store that was discovered in July 2007.

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This is what you would see from a distance as you enter the store. The section at this particular store is at the back of the store, where the "Computer" section is located. The Apple section is located at the front of that section, slightly to the left of the main computer displays. As you can see, the back-lit (not just painted on) Apple logo is about 7-feet off the ground, making it visible throughout the store.

Here is a complete view of the entire Apple section, showing the three fixtures, (left to right) the Apple logo cabinet with lower, locked compartment, the display table with laptops and iMacs, and the free-standing, two-sided shelves with carrying cases (this side) and various accessories (far side).

A closer view of the logo cabinet, showing the locked glass shelving and the software: Apple applications on top (iLife, .Mac, etc.), Microsoft Word and others on the lower shelves--a total of 8 different software applications.

The iMac display showing the three available sizes on one side of the table. in the background is the double-sided shelving with various accessories. You can see that the computers are running Apple-programmed software that provides a demo of the computer's features if the visitor clicks on-screen.

The other side of the display table showing the laptops on display: two MacBooks and a MacBook Pro. The laptops are attached to the desk using Best Buy's typical locking bar hardware, which limits the movement of the display screen, thereby affecting the viewability of the screen.

The signage in between the computers explains "Why Mac?", and a flip-card shows the features and price for the iMac.

A closer view of the traditional Best Buy price card, listing the products features in both English and Spanish. Also on the same plastic ring is a card that appears to be from Apple describing some of the features of the iMac. Best Buy offers the computer at its standard price, but also offers financing "as low as $32/month." Check out the "performance service plan" prices--Apple's own AppleCare Protection Plan extends the standard 90-day warranty to three years of service and telephone support for $169, compared to Best Buy's $199.99 price show on the card.

A view of the shelving kiosk showing keyboards, laptop batteries and other peripherals.

In this unidentified Best Buy store they have recreated part of the authentic Apple store experience, with a wood display table and back-lit Apple logos.

The shelving isn't quite authentic Apple store, but the selection of products appears fairly extensive.