Free Edge

Apple Store came to Melbourne in June this year, only third in all of Australia and first in Melbourne. For years before then, the only place to get Apple products has been resellers, of which there are very few around.

There is one in particular, My Mac right in the city. It is just opposite Federation Square and across the road from Flinders Street train station. Arguably the best location one could have asked for in Melbourne, only next to where the Parliament now stands.

I had never been to an Apple Store before it came to Melbourne. While Melbourne is an extremely hospitable city and most shops have great service, I was pleasantly surprised by the service at the Apple Store first time went there, and I have visited the shop many times since.

On one of my visits, I told the guy at the Genius Bar about some of the dropped calls I was getting since I bought my iPhone. He connected the phone to a computer, made some tests and about 5 minutes later, handed me a brand new iPhone in replacement for the old one. And I didn't even suggest it!

Cut to the My Mac store. I have been to this store a few times, simply because there were no alternatives. While you can get what you want, the staff are not there to better your experience in the store. They are there to bill you. Every time a customer asks a question, the answer is given, albeit in a tone that makes it clear that the customer has just wasted a few precious moments of the staff.

They might still get away with it, simply because they boast a great location, but what a waste? For years they have had the opportunity to build some great customers with nearly no competition, and unlike the location and the size of the store, this would have been free of cost. And they blew it.