I rather nonchalantly went along to the opening of the Apple store in Hornsby on the weekend. After all, with 13 of the things in the country, surely the hype has faded, right?
When I reported on the opening of Apple’s 13th Australian store last week, I wasn’t sure if I’d be able to make it there for the opening, partly due to some personal reasons, and partly because, well, it’s an Apple store. I’ve seen more than one of those. Surely, after 13 of the things, people don’t care about them any more, right?
The several hundred (I lost count) folks here would presumably beg to differ. Still, these things run to a rather predictable script.
There’s the chanting within the store. Of note, I’d say the glass is very well glazed; while it sounded loud outside, inside it was eardrum-breakingly loud.
Then the traditional run through the crowd, offering high fives. Call me odd, but I’ve always found the chanting and high fives ever so slightly creepy.
The first person in the door… does so at the speed of light. If that floor was ever so slightly more waxed, he would have landed on his face.
More high fives on the way in.
And inside… it is, indeed, just another Apple store.
I’ve got to admit, I just don’t get it. Not the Apple store concept itself; those are wildly profitable, apparently, and it’s personally very handy for me to have a store just down the road (sorry, Adelaide!). What I don’t get is the queuing up thing. By the time I fled the scene to protect my hearing, about 20 minutes had passed, and there were still an easy couple of hundred folks waiting to get in, which means they’d been there at least half an hour, probably more like an hour. Within an hour you could hit at least three of Sydney’s other Apple stores (Castle Hill, George Street and Bondi easily; Penrith not so much) if you actually needed Apple gear or support. Or you could head to around half a dozen other stores in the same Westfield to actually just buy Apple hardware. Sure, there’s a free T-shirt… but is that really worth spending your Saturday morning for?
Dave
Monday, September 26, 2011 at 9:05 AMI don’t
BOB
Monday, September 26, 2011 at 9:06 AMNo
borganstein
Monday, September 26, 2011 at 9:10 AMNo
dale
Monday, September 26, 2011 at 9:18 AMbuy buy buy.
it is just freaky
wsDK_II
Monday, September 26, 2011 at 9:34 AM+1
MDolley
Monday, September 26, 2011 at 9:18 AMThe other day I wanted to look at the new Macbook Air.
I went to the David Jones right near the Apple store. I was the only person looking, it was quiet and I got a chance to play around. I actively avoided the Apple store because those places creep me out. They really feel like some sort of cult. I mean you are clapping at a somebody buying a Macbook? Really? Are Apple users really impressed by that?
I was at an Apple store for the iPad 1 launch. When the store opened there was a roar of cheers. I just wanted to get the hell out of there and swore I’d never go back.
Steve
Monday, September 26, 2011 at 6:02 PMSpeaking as an ex-Specialist, the clapping is definitely part of the corporate culture. You get clapped in when joining as well as when you go through the seminar. It’s pretty cultish.
That said, I don’t get these launches at all. The thing was in goddamn Hornsby. Anyone who wanted Apple devices by that stage would have just picked them up at Hornsby JB, or failing that, CBD Apple Store. NO-ONE waits until one opens in their backyard to buy (or at least I hope not). Which is why these hundreds of people? Did they ALL buy something?
JBnot
Monday, September 26, 2011 at 9:24 AMI live within walking distance of here, was even in the shopping centre that day. Again back to the shopping centre Sunday. Today is Monday and yet I have NOT stepped into the Apple Shop. I will, but it was never going to be an option of being there at opening. There was the all important hair wash that was of greater need.
wsDK_II
Monday, September 26, 2011 at 9:35 AMthe apple store seems to be the church of the iWorship
WHAT THE FUCK IS WRONG WITH PEOPLE!!!!
Osiris Fox
Monday, September 26, 2011 at 11:01 AMWe’re all DOOOOMED!!!
James Mac
Monday, September 26, 2011 at 11:18 AMiCult?
ben
Monday, September 26, 2011 at 1:34 PMThis comment has been deemed inappropriate and has been deleted
H
Tuesday, September 27, 2011 at 11:08 AM+1
logical
Monday, September 26, 2011 at 9:40 AMFREE TSHIRT
BRING THE ENTIRE FAMILY
Lillee
Monday, September 26, 2011 at 9:41 AMCreepy…
bnott
Monday, September 26, 2011 at 9:48 AMno one ever cared
Norgan
Monday, September 26, 2011 at 9:49 AMThe honeymoon is over baby, and it’s never going to be that way again!!
Peter
Monday, September 26, 2011 at 9:49 AMWouldn’t dare interrupt an opening, though I personally find Apple stores quite distasteful anyway. Loads of wasted space, stock that could be easily merchandised in half the space, more display items than is actually necessary. And considering Apple screw retail partners in pricing, imagine what they get out of every Apple store sale. Apple has no modesty.
Nobby McNobson
Tuesday, September 27, 2011 at 3:23 PMYet very successful. So maybe the space isn’t being wasted, and maybe there aren’t too many items on display…
Duke
Monday, September 26, 2011 at 9:49 AMThe excitement these people experience make me wonder if they are buy-sexual?
Ruen
Monday, September 26, 2011 at 9:52 AMNow that I look at it, I’m kinda glad that Apple will most likely never grace Tasmania with its presence. . .
h4xn00b
Monday, September 26, 2011 at 9:55 AMHahaha, I know that Apple employee running outside high-fiving people. I promise he isn’t gonna hear the end of it.
Nick
Monday, September 26, 2011 at 9:57 AMYou’re assuming that we cared about apple stores opening to begin with. Why on earth would I care about a business opening a store?
Oh, that’s right. I don’t
Paul
Monday, September 26, 2011 at 10:03 AMThis just shouts “Planet rock” concert”, yes double dream hands… These are the sort of people that would be dancing it.
Paul
Monday, September 26, 2011 at 10:24 AMoh… my… god… people can be so tragic. Why would anyone want to wait that long just to get into a store that sells the same things as plenty of other stores in the centre do!? The other stores probably even have the products cheaper too!
Priggle
Monday, September 26, 2011 at 10:27 AMmeh
Matt
Monday, September 26, 2011 at 10:30 AMOh dear.
No comment
Pmac
Monday, September 26, 2011 at 10:33 AMChanting? Seriously?
Red
Monday, September 26, 2011 at 10:34 AMWhy on earth would I care about the footy finals this weekend?
Oh, that’s right. I don’t.
Why on earth would I care about carbon tax?
Oh, that’s right. I don’t either.
We each have our own priorities. What interests you may not interest others. So if these people want to line up at a store opening or product launch for hours on end. It is their time wasted and not yours.
Then again author himself WENT to the Apple store opening. Ironic isn’t it?
Antonia
Monday, September 26, 2011 at 10:54 AMYour use of the would “interest” implies that the thing you have no interest in has no value or importance. Whereas carbon tax, contrary to what Hadley and Jones’ claim, will provide a benefit (ie an interest) to humanity.
Daniel
Monday, September 26, 2011 at 12:35 PMI still don’t give a shit about it.
Antonia
Monday, September 26, 2011 at 12:41 PMThat’s way you need someone to “hold your hand”.
Antonia
Monday, September 26, 2011 at 12:42 PMI meant “That’s why…”
RealView
Monday, September 26, 2011 at 2:01 PMYou mean that’s why do gooder’s will forcefully “hold (torture) your hand” until you agree with them & carbon tax.
Exaemo
Monday, September 26, 2011 at 11:47 PMYou’re annoying, lady.
Alex Kidman
Monday, September 26, 2011 at 11:04 AMI went there because it’s a shopping centre; in a shock move I had actual shopping to do — the Apple store was something of an add-on to the day.
Alex
Monday, September 26, 2011 at 10:38 AMIt all seems incredibly fake to me.
Grim
Monday, September 26, 2011 at 10:52 AMNo, we don’t care.
This article makes it sounds like a cult. I’m not sure if it’s actually wrong…
Osiris Fox
Monday, September 26, 2011 at 11:03 AMIt’s a TRAP!!