Apple Plans JointVenture Direct Services; Usurping Channel?
Not too long ago The VAR Guy speculated Apple had fallen out of love with its authorized Apple retailers and channel partners and was looking to make some changes. Now, the company seems to be usurping them all together. It has secretly launched a new program called JointVenture, allegedly designed to offer help and expertise to small businesses. Here are the details …
A tip of the hat goes to MacRumors.com for offering up the details of JointVenture, which the site obtained from its private sources. Apparently, the new program will offer benefits including Genius Bar telephone support with priority access, loaner computers during repairs, workshops and setups with more personalized assistance, and even data transfers complete with Microsoft Exchange configuration. The rumor is likely true and was wrought out of a secret Apple meeting for retail store employees that gained a fair bit of attention.
It doesn’t take a trip to the Genius Bar, however, to see these moves are a direct threat to any VARs or MSPs providing such services already.
At the same time, the move challenges Microsoft and other technology vendors to consider Apple as an emerging threat in the business world.
It comes to me as no surprise that Apple would do this. The company is, after all, master of its own domain and likes it that way.
But I’m left wondering whether this latest missive will help or hurt adoption of Apple products in the business space? That fact Apple has decided to (allegedly) roll out JointVenture is a validation of the consumerization of IT, but it could be making a huge mistake in discounting the power of the channel.