by Holly Shoemaker
This week Apple launched a new store in New York’s Grand Central Station. Now, Apple seems to have fast tracked the building approval process for a store to open in Santa Monica, Calif., in 2012.
How Does Apple Do It?
Everything still remains under a strict code of secrecy. Yes, no developers want their latest developments regarding apps, smartphones, etc… leaked. However, when it comes to building development, it does seem we need to explore a different issue as all cities have building codes and procedures to follow.
It remains unclear on how Apple won development approval so quickly. While no one will officially comment, the architecture looks like other Apple stores at this stage. In October, Daniel Jansenson, an architect in Santa Monica, filed an appeal with the Santa Monica Planning Commission. The appeal failed and it appears that Apple will proceed as business as usual.
What Does a Hush-Hush Strategy Say about Apple?
It shows some favoritism in the marketplace. It also shows a degree of arrogance and a company that has built a reputation on secrecy and I will admit innovation. Whatever your take on this, Apple seems to keep making a statement. The company knows that people remain loyal to its brand. Apple stores are clear representations of the company’s image and the stores also sell “an experience.” Based on Apple’s hard line regarding privacy and its ability to get around certain rules, it is hard not to conclude that Apple just shells out money to avoid procedures that other retail outlets adhere to.
Concluding Thoughts (for now)
At this time, it does not seem this will impact the company. Again, this goes back to a culture where secrecy is protected at great lengths. In July, an artist who tampered with Apple store computers and took photos of customers received a visit from the Secret Service the next day. Based on that, I guess no one should seem too surprised by this latest development.
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