Selling A Lifestyle.

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Inc. is reporting that Target plans to introduce Apple “mini stores” inside of their stores. The first rollout includes 17 Target locations. The stores slated for the upgrade are in California, Delaware, Florida, Massachusetts, Minnesota, New Hampshire, New York, Oklahoma, Pennsylvania, and Texas. It is a collaborative effort between Apple and Target.

For bringing Apple products, and it’s associated lifestyle services, to the masses this is a great idea. Apple is a leader of user privacy efforts in this always connected world, so anything that can be done to further that experience to as many users as possible is a good thing. This is a step in the right direction for areas of the country that don’t have a full blown Apple store.

One of the first things I looked up when we were discussing our move to Tucson was whether there was an Apple store in the vicinity of our potential neighborhood. Everyone can relax, it’s about a 30 minute drive across town. I look forward to Target adding an Apple mini store to our nearby location someday.

Some Best Buy locations have featured mini Apple stores and they seem successful for the most part. But with our last few visits to Best Buy revealing significantly scaled down locations with some bare shelves and abused displays, I can’t help but wonder how long Best Buy is going to be around.

While the trend is clearly to buy anything and everything online these days, there are times when you want to see and feel a product up close and personal before making a purchase. Having an area of your local Target where you can get an “Apple experience” before purchasing your next iPhone or HomePods or something just helps cement the connection between person and machine. Both companies benefit from the collaboration.

A brilliant move.

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