Apple Specialist

From Wikipedia, the free encyclopedia

Apple Specialist is an independent Apple Computer reseller which over time has demonstrated exceptional, consistent, and comprehensive knowledge of Apple technology, offers its entire line of hardware and software, offers complete service and support for branded products, and has been designated as Specialist by the manufacturer. Apple Premiere Specialists constitute an elite 100 businesses among the Specialist designated group.

[edit] History

The Apple Specialist program was suggested by Joe Weingarten owner of Weingarten Gallery, an Apple reseller, to Mr. Greg Rhine, Director of Channel at Apple Computer, Inc. Originally he suggested calling the top resellers Apple Gold Dealers, but was changed to Apple Specialist because Apple issued Gold Apples to valued employees. Apple rolled out the Apple Specialist Program in December 1996. One highlight of the new program at the time was the introduction of a new Logo for use by these resellers only of a "Gold" Apple.

Before the introduction of Apple retail stores, the Specialist resellers, typically locally owned small businesses, were primary contributors to retail sales channel and user support for the computer manufacturer among other Apple-authorized resellers and Value-added resellers.

As small businesses who had made a significant commitment to Apple and continued to have their own stake in the manufacturer's success, such companies helped end-users and small businesses understand and apply Apple's innovative technologies and solutions, assisted and fed Mac evangelism, and held Apple to a high standard of design, construction, and business practice during the lean days before Steve Jobs' return to Apple in 1997.

Specialist resellers must pass an annual comprehensive screening to be recognized and approved by Apple Computer to retain Apple Specialist designation.

[edit] Future

While imagining its retail face, Apple investigated its retailers carefully to discover why some were more successful than others, and so build some of those lessons into features like the Genius Bar, gleaned from less boastful retailers like New York City's Tekserve. Now that Apple's retail chain of stores has gained significant market attention, some are concerned local retailers may suffer.[1]