I spent a lot of time in PC World yesterday, and while I was there I played a little game. People were walking past the mac stands, half looking, but basicly scurrying past to buy £320 Avant lap tops running Vista. I watched the kiosk video that they leave running - it really blows. I swear it is half the problem - people don't see the interface being used. In 15 mins, only one person looked for more than a couple of seconds.
I force-quit the kiosk application and opened Photobooth.app and set the effect to show the rollercoaster effect. In the following 15 mins, four people lingered near the machine, two touched it, and one went off the the business centre to join the (45min) queue to see a sales person. To sell macs, you need to show apps FULL STOP.
Stores are also failing to show the kit off to its best - the above image (via The Secret Diary of Steve Jobs) shows just how crappy environments that they try to sell macs in. It IS a premium product (even if only 10-20% more expensive than PCs), and the experience needs to be better than a kiosk video, a horrible desk and sales people who don't know what they're doing. Get this stuff out of the big stores, and force Apple Premium Resellers to invest in pleasant spaces where people can use the apps and see why they should switch.
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