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January 10, 2006
Great point by Jason over at 37 sigs. Apples best move was the creation of the Apple stores. I admit I didn't think it was a big deal when they started them, but it's been huge. More than anything it gives them a chance to talk to potential customers directly. Before the Apple stores you either had to do your research online (not mainstream enough) or you got second class assistance in a CompUSA.