According to a new report from 9to5mac, Apple is about to update its current Apple Store iPhone and iPod touch App on Tuesday, July 23. This is one of many strategies Apple is looking to employ as part of Tim Cook’s master plan to sell more iPhones directly from Apple Retail Stores.
“The new app has been redesigned to fit more in line with the user-interface of the App Store, iTunes Store, and iBookstore in iOS 6,” Mark Gurman reports for 9to5mac. “This slight interface change comes for a good reason: one of the main new features of the app is downloadable content. As you can see in the photo of the upcoming app update (to the right), the app will promote content from the three Apple content stores. This content normally costs money, but it will be available free for a limited time via this new app.”
However, based on the article its still not clear why a prospective iPhone buyer would be enticed to shop at the Apple Retail instead of Best Buy.
Mark Gurman explains: “Sources say that the new app update is also designed to go hand-in-hand with a new initiative in Apple Stores. When a new iOS Device is sold, Apple employees will be encouraged to install the new Apple Store app on the newly purchased device. According to comments from Tim Cook at last month’s secretive summit for Retail Leadership, only 20% of Apple customers are aware of the Apple Store app’s existence. This new plan will certainly increase that percentage.”
This move is more likely to promote the App Store than provide any real incentive for current iPhone users (those that are aware of the App Store) to buy their next phone there.