A particularly interesting passage is:
At first glance, some of the company's moves seem, in stark financial terms, to be costly indulgences. Almost half of the store staff is there not to sell but to provide free help on how to use Macintosh computers, iPods, software and third-party accessories like digital cameras. Nearly all of the computers have Internet access, and the stores are crowded with people checking their e-mail, browsing the Web or listening to music on the iPods."
In my view this speaks to one of the key reasons why Apple is reasserting itself with individual users: better customer service. You can go to an Apple store and talk to an actual person about problems with your computer. Dell used to own the support market. Arch rival Compaq (now part of HP) traditionally had more sophisticated technology, but you could count on Dell support. Then Dell started cutting back and outsourcing support, leaving consumers and small businesses to fend for themselves.
Apple, a Success at Stores, Bets Big on Fifth Avenue - New York Times
