2020 has been a litmus test of whether companies can withstand challenges or not. Many have sunk, but many are coming out stronger. Apple, in its case, has proved to be a malleable company that can go with the flow.
This year has been particularly good for the company. Whether it is timing or not, the launches of their products have been impeccable. This case was particularly true for the iPhone SE. When people were losing their sources of income, Apple provided a solution without alienating those that couldn’t afford their products.
Now, they’re extending a limb for those that want to buy the iPhone 12 but are afraid of crowds.
Apple has always been a big promoter of in-store experiences. They were the first to perfect the customer-to-phone interaction by tearing down display cabinets. In lieu of these blocky displays, they installed display phones on tables that the customers can fully interact with.
They’ve done this from day one and have been doing it to this day. Unfortunately, carrying this out during the pandemic is trickier. Governments around the world are enforcing social distancing rules. People inside enclosed spaces should at least be one meter apart. Doing this inside an Apple Store is somehow impractical.
As a reaction, Apple just launched the Apple Express. In stand-alone stores outside of malls, Apple installed walk-by windows where customers can get the Apple Store experience without having to go inside the space. The Apple Express is just like bank teller windows where customers can ask for a particular device they want to try and buy.
As of the moment, there are only about 20 or so stores that have the Apple Express. However, the company is working double-time to launch more ahead of the iPhone Mini and the iPhone 12 Pro Max release.
Earlier this year, Apple analysts projected the more affordable iPhone 12 and the iPhone 12 Mini to take the majority share in this line-up’s sales. However, the scales have been tipped to the iPhone 12 Pro’s side. Apple analyst Ming-Chi Kuo has recently corrected his projections by giving the iPhone 12 Pro a similar share of the pie as the iPhone 12.
He attributes this mostly to the preference of the Chinese market for the more expensive and loaded iPhone 12. The changes in the sales projections can still change as the iPhone 12 Mini, and the iPhone 12 Pro Max have still yet to hit the shelves.
Image from Shevon Salmon/ YouTube thumbnail
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