Apple Chooses Coexistence To Survive In A Windows World

From the very beginning, Apple and Microsoft focused their sales efforts on very different markets, establishing paths that have kept them apart every since. Apple looked to the consumer and creative markets for its customers, while Microsoft was all about business. And while Apple's retail stores have taken various stabs at serving business customers, their efforts has generally been unfocused. Now, Apple may have decided to simply coexist instead of seeking domination, with the help of Parallels virtualization software. [I am an Apple stockholder.]

According to 9to5mac.com, Apple's retail stores will set aside a Mac desktop for business sales and support, loaded with Windows 8 running under Parallels Desktop for Mac, a virtualization solution. Several employees will reportedly be trained on the software combo, and special demonstrations are being created for business customer presentations.

When Apple opened their first retail stores in 2001, they announced, "5 Down. 95 To Go," referring to the percentage market share of Apple and Windows PCs at the time. But in those early years, there was no attempt by the retail stores to reach out to business customers, especially those using PCs. It wasn't until 2004 that the company created the position of retail store Business Consultant, tasked with the job of finding new business customers and supporting existing ones.

The business-related job position morphed over the next three years, into a Business Partner and then Business Manager position. Now Apple fields four positions for its business customers: Business Leader, Business Manager, Business Specialist and Solutions Engineer. Not all of the positions are filled at all of the stores.

To support business sales, Apple has constructed Briefing Rooms at about 10 of its retail stores, usually at larger, street-level stores. The spaces include boardroom-type seating and audio-visual facilities for training and sales presentations. About half the Briefing Rooms are located in stores outside the United States.

Meanwhile, Parallels was introduced in 2006, and over the years its reliability and integration with Windows has improved significantly. Today Parallels is a common solution for Mac users who need to occasionally use a Windows application. More importantly, it also allows Windows loyalists to purchase a Macintosh and run their entire suite of applications, and then switch desktops to occasionally run Mac applications.

Apple introduced its own Windows-support solution in 2006 as Boot Camp, but it was a beta version for over a year. The latest version works differently than Parallels and doesn't support versions of Windows before Version 7. But Boot Camp still provides a second point of persuation for Windows-based users who come into an Apple store.

Most recently, in 2011 Apple expanded its training and technical support to focus on business customers—the Joint Venture program. For $499, annual subscribers can receive training, attend workshops, obtain priority support and even borrow a laptop while their computer is being repaired.

At last, this latest combination of dedicated business personnel at Apple's stores, Joint Venture, Briefing Rooms and Parallels software may be the key to attracting more PC users to the Macintosh community.