Petr Škuta Apple is slowly changing its strategy and moving more and more into the service sector. Although hardware products still play a role, companies are now taking over services. And brick-and-mortar Apple Stores will also have to respond to this development.
We all probably have at least some idea of how to present a hardware Apple product. At least those of us who were lucky enough to visit an Apple Store. But how to present a new service simply, clearly and clearly to the customer? How to get her to contact him and start subscribing to him?
This is not the first time Apple has faced this challenge. After all, in the past it already offered, for example, iTools, the not very successful MobileMe, the successor to iCloud or Apple Music. Usually, we could see various examples of services or were told about them directly by the salespeople themselves.
Services are the future
However, since last week and the last Keynote, it is clear to everyone that Apple will want to make its services much more visible. They will form the backbone of Cupertino's new business model. And slight adjustments to the presentation have already begun. Their results can be seen especially in brick-and-mortar Apple Stores.
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Amaya Toman On the screens of exposed Macs, iPads and iPhones, we now see a loop that presents Apple News+. They are trying to impress potential customers with the simplicity with which they can access dozens of magazines and newspapers with one click.
But magazines are just getting started, and Cupertino has bigger challenges ahead. The launch of Apple TV+ is almost around the corner, Apple Arcade and Apple Card. How to present these other services so that the customer is interested in them?
Apple is now betting on ubiquitous screens. Whether it's a series of iPhone XR screens playing with colors, or MacBooks lined up by size. They are all at a sufficient distance from each other with space around. But the service has a different philosophy and must emphasize connectivity.
Continuity tables are already being offered. With them, Apple shows how the connection of the entire ecosystem works. The user stops. He finds that the wireless headset can switch between iPhone and Mac. That a web page that has been read can be finished on the iPad, similar to a document in progress. This is an experience that is difficult to show in an online video on YouTube.
Continuity tables, however, are not many in stores, and when they are busy, they may not be available to everyone. At the same time, they will probably play a crucial role for the future presentation.
Apple Store as a creative hub for users
However, Apple can easily make room for them with other activities and "fungi". For example, today's Today at Apple seminars, where you can learn not only to control your device, but also often to create new content. The guests are often professionals from the field, whether they are graphic designers or video creators.
Apple could choose exactly the same approach for new services. Imagine a variant called "Today at Arcade" where you meet the developers of the game in front of the TV screen. Every visitor will then be able to play or participate in the tournament. Chat with the creators and find out what game development actually entails.
In the same way, Apple can invite actors to act in its shows on Apple TV+. Viewers will thus have the opportunity to chat live with their favorite characters or try filming in the dark.
In this way, Apple will leave behind what is dominant in Apple Stores today - the sale of hardware products. Cupertino is focused on its long-term strategy of selling customers a story and an experience. In the long run, they will create more loyal customers who will not run away from aggressive sales techniques and forced offering of subscriptions. And small changes in this direction are already happening today.
If you have the opportunity to visit one of the Apple Stores, do not hesitate. It is and will be much more about the experience than ever before.
Source: 9to5Mac
