Driving sales through Apple stores
Just one more element in a spectacularly brilliant rollout execution -- it looks like Apple is going to drive well north of 90% of sales through its own retail stores. They'll expand sales to other retailers eventually, but for now they're maximizing while they can. The difference in selling through their own stores vs. others probably represents a 50+% increase in operating margin, as this flows straight to the bottom line.
Beyond that, this brings a tremendous amount in peripheral sales.
And ... "it slices, it dices, but wait, that's not all!" ... it drives the "halo". At some point Apple might give some figures on what percentage of iPhone buyers have never owned a Mac product before, and how many of those entering the Apple stores had never been to an Apple store (and presumably never seen a Mac) before.
The buying and activation process, even with the first day glitches experienced by some, seems so utterly beautiful. ATT must be watching in wonderment.
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