Are Singaporeans so obsessed with Apple that a third store seems justified? SUSS’ Vanessa Liu and Lau Kong Cheen discuss what may be Apple’s ...
In this context, having three Apple stores in Singapore doesn’t seem out of the norm. In fact, the question might be why not more?Apple “could use a third store” in Singapore given the Orchard Road one seemed “pretty full”, CEO Tim Cook had expressed in a visit to the city last December.
Yet it isn’t quite like Apple for resolving capacity issues to be the main driver of such strategic moves. Singapore too received 46 per cent more Chinese tourists in July last year, according to the Singapore Tourism Board.Plans for the third Apple Store were rumoured to have been conceived early last year, following the arrest of Huawei Chief Financial Officer Meng Wanzhou in Canada in end-2018.Since mid-2019, Apple has begun exploring a relocation of production facilities out of China to Southeast Asia or even back to the United States.
We wouldn’t rule out changes to front-facing stores, as the 10-year lease of Hong Kong’s flagship store expires next year, which could provide renewed impetus for Apple to re-evaluate its business strategy in Asia after the city has seen a year of tumultuous protests. Customers distance before entering an Apple Store during phase one of reopening after the COVID-19 lockdown in New York City, New York on Jun 17, 2020.
Apple stores leverage one-of-a-kind, outstanding architectural design to reinforce the otherworldly environment they want to create for their fans, yet the attention to detail of every cutting-edge store ensures each projects the same, sleek image of the company.This clever marketing tactic that instills their brand image and values also gives Apple an edge over its competitors – primarily Samsung and Huawei.
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