True, but one could argue that Andy needs an identity of his own. Although he sells Apple products, it may not be in his best interest to market his store in the exact same way Apple does. I think of a reputable preowned car dealership...they may sell Honda's but do they position their company or brand to the market in the same way Honda does? Not likely, they want to have an identity of their own that is not easily confused with Honda but associated with it. I know, it is a very fine line between associating your image with what you are selling without trying to imitate or duplicate that brand image.
In terms of marketing trends, I don't think any trend is ever a "safe" bet. True, Apple will probably never position itself in the exact same manner as Dell, but it will eventually take a different direction. When, no one knows, 5, 10, 15 years.
There are a lot of big name companies that have changed their marketing direction over the years - McDonalds was all about kids and fun when I was younger, Ronald McDonald, Grimice, Hamburgler and the likes, today - kids probably do not even know who those characters are. They have now positioned themselves to Adults with competitive pricing and value menus etc. Sears used to be known for their hardware and tools - now their marketing has switched the focus to Women "Come see the softer side of sears" etc. Anyways, not to ramble , I just enjoy discussing marketing and advertisng in general. My point to all of this is that it would perhpas be beneficial for Andy to have his own identity and marketing strategy that is associated or a reflection of Apple but not so close that if Apple were to change their image, that he would need to follow suite.
