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September 21, 2007

stores

I went to the Apple Campus and all I got was this bombass t-shirt

Posted Sep. 21, ’07, 1:00 PM PT by Dan Moren
Category | Apple » Stores

Apple ShirtI’m feeling a bit fanboyish today, a fact I’ll blame entirely on this spiffy red Apple shirt that I picked up this week. While I was out in California visiting friends and family, I undertook that holy pilgrimage that every Mac fan should make at least once in their life, and drove down to Cupertino, to pay homage to Steve Jobs himself.

As it turns out, polite burly men at the door informed me that Mr. Jobs was quite busy in some other country. Europia, I think they said. But the trip wasn’t a total loss, since I was deposited gently but firmly in the blinding beacon of the campus’s retail store.

In case you haven’t ventured forth into the Loop, let me explain: while the campus’s retail store is basically an Apple Store (you can buy Macs, iPods, iPhones, etc), it also happens to be the only Apple Store at which you can buy Apple-branded paraphernalia. Want a Swiss Army knife with an Apple logo, or an Apple mug? Looking to pick up some Apple apparel, including—I swear on OS 9’s coffin—an apparently unironic Apple-logoed black mock turtleneck? You’re out of luck if you don’t visit Cupertino.

As I perused the aisles of “Hello, I’m a Mac” t-shirts, Apple-branded onesies, and hipster hoodies, I found myself wondering why, in the name of all that is Jonathan Ive, does Apple not sell their schwag at every Apple Store? They’d make a bundle from the fanboys, no problem, and for holiday gift-giving, who could resist the lure of Apple-logoed space pens and keychains? They scream stocking stuffer.

But perhaps that’s just the point. Apple’s image is founded upon the idea of being swank and elite, and perhaps they feel that a t-shirted cadre of fans might cheapen that. It’s hard to argue that Apple doesn’t know marketing, but it’s important to note they pride themselves on their products above all; they’re perfectly happy to let Macs and iPods—and their users—do the talking (there’s no better example than the ads for the iPhone, which simply showed the product in action). As a result, the apparel itself becomes a sign of cachet, a “Hey, where did you get that?” secret handshake conversation-starter between geeks. And it’s not as though Apple really needs the money from merchandise sales.

Either way, I ended up buying four shirts for other people and one for myself, dropping a decent $80. I’d suspect I’m pretty much par for the course for Mac fans, so maybe they’re getting the best of both worlds. And the shirt has already filled its most important purpose: giving me one more day before I have to do my laundry. Thanks, Apple.


9 Comments

Moe Author Profile Page said:

I would love to get me a "think different" Apple t-shirt. Too bad they don't sell them in their stores. I'm in NY, so there is no way I'm flying to SF just for a t-shirt.

September 21, 2007 1:15 PM
Ward Author Profile Page said:

That's exactly the point.

That said, I love my transparent blue and aluminum Apple water bottle. I could have dropped $100 on well-designed corporate-logo'ed merch easy, but I restrained myself.

September 21, 2007 1:19 PM
Scott said:

I think it's also a case of the "boutique" nature of the retail stores, and Apple not wanting to waste valuable floor space on logo merch.

September 21, 2007 1:31 PM
Christopher Bowns Author Profile Page said:

What, no "I visited the mothership" shirt for you?

September 21, 2007 1:35 PM
fletcher Author Profile Page said:

I visited the Apple campus back in the mid nineties. I was driving up the coast from L.A. to Seattle and it just seemed like a thing to do.

We saw the icon garden, were politely told there was no tour, and visited the retail store. We used the coffee mugs we purchased that day for many a year.

September 21, 2007 2:21 PM
wesg Author Profile Page said:

Is there a limit as to the number of items you can get from the store? What is stopping someone from buying a truckload of merchandise and selling it on eBay? I'd buy one.

September 21, 2007 4:31 PM
Michael Long Author Profile Page said:

And if not in every Apple store then at least have the stuff available in the online store?

September 21, 2007 4:33 PM
Ian said:

Actually, you cannot buy Macs at the Company Store, except for the Minis...

September 21, 2007 11:56 PM
Ron Evry Author Profile Page said:

What the Marketing folks at Apple don't get is that by offering low-priced fashion items such as shirts, pens, etc., and constantly replenishing the stock with newer items, they would get a lot more "casual" visits from people (especially young folks) who don't think they are in the market for a new computer or ipod or whatever.

Get someone in the store regularly for ball-point pens, and they'll wind up drooling over the hardware...

September 23, 2007 6:40 PM

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