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Tim Cook's Plan to Sell More iPhones in Apple Stores Could Be Tough Task

Tim Cook is reportedly trying to sell more iPhones through Apple Stores instead of via carrier partners -- but that could be an uphill task according to an analysis from Consumer Intelligence Research Partners.

In the U.S., Apple has roughly 250 retail stores, compared to more than 10,000 third-party retail outlets that sell the iPhone. In addition to that, Apple's retail stores are extremely busy and it remains to be seen if the company can dramatically ramp up its iPhone sales without hiring more staff or opening more locations.

"We don’t know, exactly, how Apple can realistically meet Cook’s goals," CIRP co-founder Michael Levin told AllThingsD. "However one defines those goals, we can’t see how their mostly jammed stores can handle more customers, sales associates and inventory."


As CIRP observes, when Apple debuts a new iPhone, its stores typically run at capacity — canceling vacations, hiring part-time staff, etc. Pushing the percentage of all iPhones sold through Apple Stores from 20 percent to 50 percent would likely require similar efforts.
One issue for Apple is that many iPhone owners still see Apple Retail Stores as places to get service, not buy a phone. Some research shows 90% of first-time iPhone buyers purchase their phones at carrier retail stores.

In order to jumpstart iPhone sales during the company's important back-to-school season, it has, for the first time, included the iPhone on its list of devices that come with an App Store Gift Card when sold to students. Apple is also rumored to be launching a new in-store smartphone trade-in program.

Top Rated Comments

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80 months ago
Making it easier to buy things in the Apple store would be a great first step. I understand the idea of wanting a consultant to decide what you want, but when I already know, its not easy to buy things there. They need to bring back cash registers so one can simply pick up a product and buy it. The last two times I've bought Mac's from them, I've had to hunt someone down after waiting for 15 minutes. Its a ridiculous process and why I haven't gone to an Apple store in a rather long time.
Rating: 23 Votes
80 months ago
I went in to an Apple store to buy an iPhone (unlocked) without activating service of any sort and it literally took me 45 minutes. First I had to wait for someone to help me, then I had to wait for them to get someone to get the product, then I had to wait to get the product, then when I got the product they had to open it and activate it. They literally could have just handed me a phone and been done with it but yet it was instead the worst experience I have ever had in a store just due to the amount of time it took to do something so simple
Rating: 22 Votes
80 months ago

They assume the Verizon and AT&T stores are the place to go, but when they do go, the sales reps push them to Android.

Have you ever considered why they push them to Android phones? What makes you think the sales rep are obligated to push a stale design? Because it's Apple? Not everyone froths at the mouth over the iPhone like so many people here.
Rating: 16 Votes
80 months ago

Have you ever considered why they push them to Android phones? What makes you think the sales rep are obligated to push a stale design? Because it's Apple? Not everyone froths at the mouth over the iPhone like so many people here.

Dude, they push them to specific items not based on personal preference. It's all based on money. There are different deals made with manufacturers so they make different amounts of money off the sale. It's not because joe salesman likes something. So don't get all bent out of shape with your "frothing at the mouth".
Rating: 14 Votes
80 months ago
A big factor in that is Apple stores are few and far between. I would personally have to drive an hour to get to one, where as an AT&T store is 5 mins away.
Rating: 12 Votes
80 months ago
Turn each Apple Store into a Gladiator arena, choose weapons upon entry.

Only the worthy leave with iPhones.

Most just leave...empty hand-less!

Congestion solved, you're welcome Apple.
Rating: 6 Votes
80 months ago

Some of you are really unreasonable. Complaining about having to wait for 45 minutes to check out. Heck some complained about waiting for 15 minutes. I feel bad for servers who wait on you guys. Im sorry but you need to learn to be patient. Going to the carriers takes a long time as well. People are there to buy things, not just you. The world does not revolve around you.
Rating: 5 Votes
80 months ago

I walk out of stores if I don't get service in the first 5 minutes.
You might think it's unreasonable, but there are plenty of other stores willing to take my money.

And you spend 15 minutes getting to the second place with no guarantee of better service— all the while behaving like an entitled tool. What's wrong with just being cool about it?
Rating: 5 Votes
80 months ago
I thought Apple didn't care about sales numbers and just wanted to sell great products.
Rating: 5 Votes
80 months ago

Not to mention that many of us think Android has basically looked the same since the beginning, so that must be stale too, no? It's so silly to even discuss this as it's subjective. Hello, both OS(s) work the same way and look very similar.

I'd suggest points for originality go to MS with it's Metro design. That's the freshest.

You think Android 3/4.x looks like 1.x or 2.x? Were you comparing the two with your eyes closed or just with a closed mind? :confused:
Rating: 5 Votes

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