Apple will begin selling the Apple Watch outside of the Apple Store through Best Buy starting on Aug. 7.
Best Buy made the announcement in a blog post, saying it will start selling 16 variants of the Apple Watch Sport and Apple Watch models in both 38mm and 42mm watch sizes on its website and on 100 of its physical locations across the United States. Best Buy also says the availability of the Apple Watch will expand to 200 other physical stores for the fourth quarter in time for the holiday shopping season. Also available will be the official watch bands, accessories, chargers, watch stands and screen shields for the Apple Watch.
However, the Apple Watch Edition featuring 18K gold, which starts at $10,000 for the entry-level version, will not be available from Best Buy.
"The Apple Watch is a big addition to our stores and website, and we know our customers want it," Jason Bonfig, senior category officer at Best Buy, says. "We are excited to bring the Apple Watch to more consumers, especially with the holidays coming up."
The move to take the Apple Watch to other retailers is a significant one for Apple, as the company has placed significant importance on the in-store buying experience. Also, as part of Apple's strategy to market the Apple Watch as a luxury fashion accessory rather than a miniaturized smartphone strapped to the wrist, it has partnered with high-end boutiques, such as Colette in Paris, Dover Street in London and Tokyo, and Selfridges in London, to sell the Apple Watch.
It is unclear now how Apple plans to sell the Apple Watch at Best Buy. Either the iOS smartwatch gets lumped in with other Android Wear smartwatches already being sold by the retailer, consequently running the risk of not standing out from the pack, or Best Buy agrees with Apple to put up a dedicated corner for the Apple Watch. It is also possible that Apple send some of its employees to walk customers through the buying process, or Best Buy could have its own employees trained to sell the Apple Watch.
The Apple Watch debuted to what analysts and investors believe to be a disappointing performance. In its quarterly earnings call, Apple declined to provide specific sales figures on the watch, only saying that it had exceeded the company's expectations, but Wall Street was not impressed, causing Apple's shares to dip by as much as 7 percent following the call.
Unless Apple opens up about the Apple Watch's performance, and it most likely won't, all we have right now are speculations. Putting out the Apple Watch to Best Buy could be admittance on Apple's part that the decision to sell it as a high-end, luxury fashion accessory that can only be bought exclusively at Apple was a dud, but Apple believes its newest product has enough demand to spur expanding into Best Buy.
"Customers love Apple Watch, and we are thrilled to begin offering it at Best Buy locations across the U.S. starting Aug. 7," Apple says in a statement to iMore, confirming Best Buy's announcement. "More than 300 Best Buy stores will carry Apple Watch and Apple Watch Sport models in time for the holiday shopping season."
Photo: LW Yang | Flickr
