As it is already the case in the USA, Apple has decided to build up partnership with Supermarket companies in France, and especially with Carrefour (European leader). the decision seems to have been taken with the release of the first MacIntel products, making it easier for customers to compare with PC manufacturer offers (in Supermarket, mostly Acer, HP, Medion, etc).
If Carrefour can benefit from the iPod Halo effect to sell Apple hardware, no doubts that other Supermarket will also start selling Apple products beside iPods.
