As was mentioned here several weeks ago, Apple [AAPL] and Best Buy [BBY] had inked a channel deal for the latter to start selling the former’s iPhone product at their retail outlets, to start this month.
Today was the launch, and it was clearly advertised in the circulars that went out to the public.
However, when investigating the initial reception of the iPhone device at several local Best Buy stores today, I noticed that none had staff manning the Apple stands inside the Best Buy stores, and many of the stores lacked any iPhone devices on display. Additionally, when I asked several people milling around at both the Apple stands and the nearby wireless device stands about whether they would be interested in purchasing their iPhones at a Best Buy, all of them expressed concern at the lack of enthusiasm and a potential lack of enough technical expertise to meet their needs. Fortunately, in this area are a couple of official Apple Stores that, according to all of the customers, they would be visiting shortly to get more details on the iPhone devices.
Chances are fair that the consumer reaction to this initial rollout was underwhelming because of a pointed lack of marketing leading up to today’s launch. Also, Best Buy has a poor track record in terms of technical know-how available on staff; hence, when combined with Apple’s advertising campaigns that indicate the high level of technological whiz-bang incorporated in an iPhone, it may not be surprising that Best Buy has not need seen as a primary destination for the iPhone by mass consumers.
On the other hand, for people who have desperately wanted to get an iPhone but were unable to (due to lack of supply in their area at the AT&T retailers and Apple Stores), this presents an opportunity… at least at the Best Buy stores that have been prepared with the Apple stands and the iPhones in stock.
Hopefully, with the Apple product announcements looming (in just two days), this situation will be corrected in time for the expected rise in consumer interest.
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