Carphone Warehouse wants to sell Apple Watch

[Rogifan]

http://appleinsider.com/articles/15...e-watch-at-launch-hints-at-apple-retail-plans

"We would love to be able to stock the Apple Watch," Stapleton said. "I've got to be careful what I say but I think they are just going another way with it. We have not been given the opportunity."

I wonder if perhaps the Sport will make its way into places like Best Buy and Target at some point. Or will Apple decide to go Macy's and Nordstrom instead?

 

[NeutralGeek]

If reports are true it might be because of the severe supply issues. AW will be inevitably available at all the usual suspects in a later time. Great way to maximize profit at this point if the units will not be even enough for all Apple retail stores.

 

[KPOM]

http://appleinsider.com/articles/15...e-watch-at-launch-hints-at-apple-retail-plans



I wonder if perhaps the Sport will make its way into places like Best Buy and Target at some point. Or will Apple decide to go Macy's and Nordstrom instead?

My guess is that the stainless steel Apple Watch will make its way to department stores. I believe Nordstrom has publicly stated they are interested in selling it. As for the Sport, I'm guessing that it will be sold primarily from Apple Stores, and eventually carrier stores since it is an accessory to the iPhone, but perhaps on a limited basis.

 

[Wallabe]

I'm certain you will be able to buy them at department stores eventually, maybe starting with the 2nd generation. Eventually, you'll be able to see in the weekly Walmart/Best Buy/Target advertisement they'll be selling iPhones, iPods, iPads, and Apple Watches too.

Until then, Apple will be the only one selling them, from a quality of service and supply standpoint. Once Apple figures out what the sells numbers are like, they know what to expect for the next generation and can produce enough units to distribute to other retailers.

 

[Rogifan]

If reports are true it might be because of the severe supply issues. AW will be inevitably available at all the usual suspects in a later time. Great way to maximize profit at this point if the units will not be even enough for all Apple retail stores.

I actually think it's kind of brilliant on Apple's part. Drive more iPhone sales in Apple stores. And I have a feeling Carphone Warehouse just wants Watch to get people in the door. No guarantee once people are in what level of service they'll get or if they won't be talked into buying something else.

 

[Defender2010]

Carphone Warehouse must rate as one of the top "worst" retail stores in the UK. The sooner it leaves the high streets the better. If I were Apple I would see selling Apple Watch in these stores as a degradation of the product. Well done Apple. You don't want staff in these stores anywhere near your potential consumers. Scathing but true.

 

[Cashmonee]

I would not be surprised to see the Watch remain an Apple Store exclusive. They keep trying to market it as high end and fashion, etc. That doesn't really fit with buying it at Walmart or Target. Maybe the Sport will pop up at some retailers, but even that would lower the perception of the Watch and Edition collections.

Another thought that makes me believe none of them show up outside Apple Stores is the buying experience Apple has set up. Do you think they would allow someone else to control that? Or go without it?

 

[Piggie]

I would not be surprised to see the Watch remain an Apple Store exclusive. They keep trying to market it as high end and fashion, etc. That doesn't really fit with buying it at Walmart or Target. Maybe the Sport will pop up at some retailers, but even that would lower the perception of the Watch and Edition collections.

Another thought that makes me believe none of them show up outside Apple Stores is the buying experience Apple has set up. Do you think they would allow someone else to control that? Or go without it?

What if you wish to try one on your wrist before purchase but live nowhere near any Apple store?

 

[Cashmonee]

What if you wish to try one on your wrist before purchase but live nowhere near any Apple store?

Then I suppose you are out of luck. Honestly, in the US, I would say most can get to an Apple Store. I could totally be wrong, but it seems to me if you start selling at big box retailers, then the whole "fashion/luxury" nonsense gets to be an even harder sell than it already is. High end department stores? Maybe. Although if you live near one of those, you definitely have an Apple Store close by.

 

[Mr. Buzzcut]

It's hard enough to get an intelligent answer out of a Best Buy clerk. Can you imagine a Macy's clerk trying to sell an Apple watch? They would almost have to have manned kiosks to control the customer experience which would either be horrible or the watch would simply go unnoticed next to all the other jewelry.

 

[KPOM]

It's hard enough to get an intelligent answer out of a Best Buy clerk. Can you imagine a Macy's clerk trying to sell an Apple watch? They would almost have to have manned kiosks to control the customer experience which would either be horrible or the watch would simply go unnoticed next to all the other jewelry.

The point with department stores is that they are equipped to have people try things on. They would be in a case with their other watches. I suspect the typical Macy's crowd would be interested in the Sport. Nordstrom or even something higher-end like Saks or Bloomingdale's might sell more of the stainless steel, while the Edition would be reserved for Neiman Marcus or a high-end jeweler (not something like Helzberg).

 

[Cashmonee]

The point with department stores is that they are equipped to have people try things on. They would be in a case with their other watches. I suspect the typical Macy's crowd would be interested in the Sport. Nordstrom or even something higher-end like Saks or Bloomingdale's might sell more of the stainless steel, while the Edition would be reserved for Neiman Marcus or a high-end jeweler (not something like Helzberg).

I can understand what you are saying, but what's the point? Target, Walmart, Best Buy, etc allow Apple to get into areas where there are no Apple Stores. Which mall or city has one of the stores you listed, save maybe Macys, but no Apple Store?

 

[Mr. Buzzcut]

The point with department stores is that they are equipped to have people try things on. They would be in a case with their other watches. I suspect the typical Macy's crowd would be interested in the Sport. Nordstrom or even something higher-end like Saks or Bloomingdale's might sell more of the stainless steel, while the Edition would be reserved for Neiman Marcus or a high-end jeweler (not something like Helzberg).

From my shopping experiences, they couldn't even describe a chronograph let alone anything the Apple watch can do. Pushing the watch as jewelry just seems that much more silly to me. It's a fashionable gadget. The only gadgets you will find at said department stores are either for the kitchen or crap "gift" items around the holidays.

And the other posters are right; anywhere you will find those department stores, there is bound to be an Apple store nearby.

 

[Rogifan]

I can understand what you are saying, but what's the point? Target, Walmart, Best Buy, etc allow Apple to get into areas where there are no Apple Stores. Which mall or city has one of the stores you listed, save maybe Macys, but no Apple Store?

There was a rumor that Apple is considering smaller retail stores or stores-within-a-store for Watch. It wouldn't surprise me if Apple goes that route vs putting them in Target or Walmart where they're stuck in an isle right next to all the other wearwbles those stores sell.

 

[KPOM]

From my shopping experiences, they couldn't even describe a chronograph let alone anything the Apple watch can do. Pushing the watch as jewelry just seems that much more silly to me. It's a fashionable gadget. The only gadgets you will find at said department stores are either for the kitchen or crap "gift" items around the holidays.

And the other posters are right; anywhere you will find those department stores, there is bound to be an Apple store nearby.

But unless you are specifically looking to buy an Apple product you likely won't go to an Apple Store. If they put a store or kiosk within a Macy's or Nordstrom, someone shopping for a dress or pair of shoes might stop by, decide on an impulse to try one on, and walk out with one. Shopping is an experience for a lot of people, particularly women. If you haven't noticed yet, Apple isn't worried about getting the tech market to buy the Watch. They are trying to get non-tech-oriented buyers, particularly women, interested in the product.

 

[technosix]

The launch and subsequent sales of Apple Watch are crucial to Apple's reputation in the smartwatch sector.

I'd bet Apple will not ship watches anywhere until they are satisfied with how they are selling directly from Apple. They have nothing to gain and lots to lose with resellers.

 

[KPOM]

I can understand what you are saying, but what's the point? Target, Walmart, Best Buy, etc allow Apple to get into areas where there are no Apple Stores. Which mall or city has one of the stores you listed, save maybe Macys, but no Apple Store?

Wal-Mart and Best Buy aren't known for fashion. Target isn't haute couture either but has a trendier image. But a higher end department store like Nieman Marcus or Nordstrom gives the Watch some catchet that no big box store can. It's not about distribution. Apple can put a store wherever they want. But being in the same case with a Movado, Tissot, or Omega in a high end department store case makes it more accessible to a potential audience.

 

[Cashmonee]

Wal-Mart and Best Buy aren't known for fashion. Target isn't haute couture either but has a trendier image. But a higher end department store like Nieman Marcus or Nordstrom gives the Watch some catchet that no big box store can. It's not about distribution. Apple can put a store wherever they want. But being in the same case with a Movado, Tissot, or Omega in a high end department store case makes it more accessible to a potential audience.

While true, I think the Watch would look silly in a case next to those brands. I think Rogifan is right, that they will go through with the kiosks, and possibly store-within-a-store ideas. I just don't see them allowing these to be sold outside their control, especially not initially. Perhaps after the first year, if it sells well, and if it does break in to the fashion/watch market, then maybe you will see it pop up in a Nieman Marcus or Nordstrom.

 

[Rogifan]

But unless you are specifically looking to buy an Apple product you likely won't go to an Apple Store. If they put a store or kiosk within a Macy's or Nordstrom, someone shopping for a dress or pair of shoes might stop by, decide on an impulse to try one on, and walk out with one. Shopping is an experience for a lot of people, particularly women. If you haven't noticed yet, Apple isn't worried about getting the tech market to buy the Watch. They are trying to get non-tech-oriented buyers, particularly women, interested in the product.

Either not worried or don't care (at least with the hard core techies that probably would necver buy one anyway). After the March keynote I saw a TON of posts on Twitter and Instgram (mostly from women) drooling over the new MacBook, especially the gold one.

 

[Mr. Buzzcut]

But unless you are specifically looking to buy an Apple product you likely won't go to an Apple Store. If they put a store or kiosk within a Macy's or Nordstrom, someone shopping for a dress or pair of shoes might stop by, decide on an impulse to try one on, and walk out with one. Shopping is an experience for a lot of people, particularly women. If you haven't noticed yet, Apple isn't worried about getting the tech market to buy the Watch. They are trying to get non-tech-oriented buyers, particularly women, interested in the product.

I get it. I do. But it IS a gadget that does not appeal as jewelry alone. You still need someone who can show off its capabilities. People love to show off their new clothes but will their non-techy friends care if they got a little buddy for their iPhone?

I believe what happened is the product went in a new direction when Apple failed to include much of what was being researched for the watch. They were left with a device that doesn't even match the capabilities of newer fitness bands. They decided to go for the fashion angle and jumped in head first. When did the fashion council come to be versus the start of watch development?

Since Apple is to some degree about fashion as much as tech when it comes to their other products, I can't say the strategy will backfire on them, but I can't see it being a huge success as-is.

 

[KPOM]

I believe what happened is the product went in a new direction when Apple failed to include much of what was being researched for the watch. They were left with a device that doesn't even match the capabilities of newer fitness bands. They decided to go for the fashion angle and jumped in head first. When did the fashion council come to be versus the start of watch development?

Since Apple is to some degree about fashion as much as tech when it comes to their other products, I can't say the strategy will backfire on them, but I can't see it being a huge success as-is.

If you read the Wired article that someone linked to in another thread, it seems they came out with the concept and then later figured out what it would be useful for. Does it sound like a shot in the dark? Maybe, but consider that the iPad concept actually predated the iPhone until someone at Apple figured out it could be a good platform for the phone they were interested in developing.

I don't think Apple set out to make a fitness band. Jony Ive is a huge fan of watches. He wanted to make a watch because that's where he sees the future of mobile. It might not be overnight, but he's likely right.

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Either not worried or don't care (at least with the hard core techies that probably would never buy one anyway). After the March keynote I saw a TON of posts on Twitter and Instagram (mostly from women) drooling over the new MacBook, especially the gold one.

My mom wants the gold MacBook. I prefer the Space Gray. It will match better with the Space Black Stainless Steel Apple Watch I'm interested in.

 

[bunnicula]

It's hard enough to get an intelligent answer out of a Best Buy clerk. Can you imagine a Macy's clerk trying to sell an Apple watch? They would almost have to have manned kiosks to control the customer experience which would either be horrible or the watch would simply go unnoticed next to all the other jewelry.

The Best Buy clerks are Apple employees. The ones wearing different shirts, anyway. Apple staffs the Best Buy stores. Fascinating, no?

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Wal-Mart and Best Buy aren't known for fashion. Target isn't haute couture either but has a trendier image. But a higher end department store like Nieman Marcus or Nordstrom gives the Watch some catchet that no big box store can. It's not about distribution. Apple can put a store wherever they want. But being in the same case with a Movado, Tissot, or Omega in a high end department store case makes it more accessible to a potential audience.

I think the Sport will find its way to Best Buy and Walmart eventually. I agree that the other models will only go to high-end retailers, if anywhere at all.

 

[Tsuchiya]

Apple really wants to control the customer experience when purchasing a Watch, and the changes they are making in stores reflects that. I highly doubt they will ever approach Carphone Warehouse with it.

I'm surprised Apple even let them have the iPhone if I'm being honest.

 

[Rogifan]

If you read the Wired article that someone linked to in another thread, it seems they came out with the concept and then later figured out what it would be useful for. Does it sound like a shot in the dark? Maybe, but consider that the iPad concept actually predated the iPhone until someone at Apple figured out it could be a good platform for the phone they were interested in developing.

I don't think Apple set out to make a fitness band. Jony Ive is a huge fan of watches. He wanted to make a watch because that's where he sees the future of mobile. It might not be overnight, but he's likely right.

Right now the watch might look like a solution looking for a problem (though I think Apple PR could do a better job of controlling that narrative). But the potential for something big is definitely there. Tim Cook wouldn't put some of his best employees on a project that was just a solution looking for a problem. And all the medical hires are still there working on the same stuff as before. Apple knows if they put a bunch of sensors into a product they need to have a high level of reliability so it makes sense to leave them off until the accuracy is there. Eventually I see ResearchKit being integrated with the Watch.

 

[Cashmonee]

If you read the Wired article that someone linked to in another thread, it seems they came out with the concept and then later figured out what it would be useful for. Does it sound like a shot in the dark? Maybe, but consider that the iPad concept actually predated the iPhone until someone at Apple figured out it could be a good platform for the phone they were interested in developing.

I don't think Apple set out to make a fitness band. Jony Ive is a huge fan of watches. He wanted to make a watch because that's where he sees the future of mobile. It might not be overnight, but he's likely right.

I wouldn't put much stock in that Wired article. It is piece put out by Apple PR, and will tell the story that Apple wants people to hear, not necessarily what actually happened. They would rather people not know that this isn't the watch they wanted to make.

The Best Buy clerks are Apple employees. The ones wearing different shirts, anyway. Apple staffs the Best Buy stores. Fascinating, no?

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I think the Sport will find its way to Best Buy and Walmart eventually. I agree that the other models will only go to high-end retailers, if anywhere at all.

Putting the Sport in Walmart and Best Buy automatically lowers the prestige or luxury, or whatever you want to call it, of the other two collections. It further highlights the fact that the only difference between the $349 Sport bought by the guy in a wifebeater at Walmart and the $17,000 watch bought in a velvet lined room is about $1500 in case and band materials. It would make the Edition (and even Watch) seem even more overpriced.