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Retail

New Apple iPhone Faces Overexposure

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By Douglas A. McIntyre Published
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Apple Inc. (NASDAQ: AAPL) will sell its new iPhone in its own retail stores and in Walmart (NYSE: WMT). The should allow the handset and consumer electronics company will have the iPhone available nearly everywhere, including online.

Now Best Buy (NYSE: BBY) says it will start to take pre-orders for the new iPhone. Tomorrow, Best Buy Mobile, the mobile specialty retail unit of Best Buy Co. Inc , launches its pre-sale of iPhone 4 from Apple. Pre-sale orders can be placed at any Best Buy or Best Buy Mobile standalone store nationwide. The iPhone 4 will land in Best Buy and Best Buy Mobile stores June 24

The trouble Apple may face is that the customer service, customer support, and online experience offered by other retailers may be nowhere nearly as good as Apple’s is.Apple prides itself on the strength of its retail stores and training of its retail staff. Walmart electronics sales people are likely to be much more ham-handed. Even Best Buy mixes Apple products like the Mac in amongst other PC and floor personnel cannot be well-trained in all of the machines.

Apple has already injured its reputation by pairing with AT&T Inc (NYSE: T) as its provider of 3G service. Why it would compound that by dealing with other companies which could damage its relationships with customers is a mystery. Selling more handsets faster is not necessarily as good as selling them slightly more slowly, but selling them well.

Douglas A. McIntyre

Photo of Douglas A. McIntyre
About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.

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