The Apple of Target’s eye?

Target has been in the news recently…first, with its announcement about expanded Apple “store within a store” setups in many of its locations, and more recently with its news about an array of specialty categories being rolled out nationwide. Here’s my RetailWire comment about the Apple initiative:

This looks like a win for both companies. There is nothing in the joint history of Apple and Target to suggest that a better in-store presentation will tarnish the brand. (After all, the product is already there and Target is not discounting it.) Provided that Target can execute close to the service standard of the Apple Store (maybe not complete with a Genius Bar), it’s a good way to expand Apple’s distribution in a controlled way.


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