In a novel twist on platform migration, Apple Computer New Zealand is about to start accepting old PCs as trade-ins on brand new Macintoshes.
Apple’s “Call to action” campaign sees the distributor working with its resellers to offer a $500 trade-in on old Macs (must have display, keyboard, pointing device, HDD and at least 2Mb RAM), Intel PCs (minimum 386, 4Mb RAM) or Acorns. All trade-ins must be in working order.
The campaign, which includes a number of price cuts and hardware bundles, marks a new phase in Apple’s marketing effort, which began with branding ads based around the 3400 “Rocketbook”. The company has also been testing a new retail model based around strongly-branded “AppleCentre” stores.
Apple Australia this week confirmed it is using the AppleCentre brand as the crux of a major return to the retail space, with more than 50 single-brand stores across the country. The company’s Australian and New Zealand wings led Apple US in pulling out of superstores and department stores earlier this year, citing high costs and poor displays and service.
Apple New Zealand spokesperson Tara Lorigan says the company is still “testing the waters” with the idea, but has been working with three Auckland resellers - Computer World, First Byte and Lodestar - under the AppleCentre brand.
“While they each retain their own identity, the ads will read ‘call your local AppleCentre’,” says Lorigan. “We’re fully aware that for some time potential purchasers of Macs have had no idea where to go. The first step has really been to get resellers working together and talking to each other.”
Further to that end, Apple also plans to repeat its AppleTalk end-user event, this time inviting its new chum, Microsoft, along for a chat.