Apple's policies regarding Apple Store and APR
After modifying the contract and the name of the official Apple resellers from Apple Centers to Apple Premium Resellers, the distribution networks is literally exploding in many EU countries. In France, there is at least one APR opening every week. In most cases, this is a historical Apple Center, reorganizing its structure and opening several shops in the same city or region. This is linked to the new contract which give them additional margins proportionally to the number of physical selling points, which now have to be organized according to defined regulations and guidelines designed by Apple.
We have read the new contract, and there are many incentive policies defined by Apple to make APR thinking that they are now a special APR or a VIP APR. IT remains to be demonstrated on the long-term that such shops and larger APR networks are viable, even though the exposure of Apple products is growing and bundled with a positive image thanks to the Apple Store online and other large distributors having contracts with Apple, not all APR will survive.
In a near future, Apple will open several physical Apple Store in France (at least 2 in Paris in the coming months) as well as in other EU countries, and it has been shown in the past that APR being located close to an Apple Store are usually closing their doors rapidly due to an unbalanced competition. Following the development of US Apple Store, it is clear that APR might have a short half-life if Apple decides to open one of its physical stores in the same area. The area/radius/market covered by a single Apple Store is much larger than for an APR similarly located, without mentioning that often Apple attracts employees and skilled technicians from local APRs where the company plans to install a store… The relationship between Apple and APR will remain as usual as mixed love/hate story, I love you …NOT