Apple Mines the Mainstream

While that specific strategy has found its doubters -- some observers have wondered if Dell's now-questionable customer service would indeed entice new customers -- the idea that Apple consider different routes to a broader consumer base seems sound.

And Apple has begun taking some steps -- albeit small ones -- to reach out to a more mainstream audience. The company is dipping a toe into one of the most popular consumer-electronics stores, Best Buy (BBY Quote), which has 794 locations in the U.S. and Canada.

Best Buy started selling Macs in seven stores earlier this year and now is expanding the pilot program to 50 stores, featuring a selection of Mac desktops and notebooks as well as software and accessories, says Apple spokeswoman Kristin Huguet. "We will continue to evaluate how the program is doing over the next several months."

Huguet says "a few" Circuit City (CC Quote) stores in the Eastern U.S. are now selling Mac desktops, notebooks, software and accessories, too.

Analysts say it's the right move.

"There's a huge captive audience with Best Buy," says Piper Jaffray analyst Gene Munster. Apple "wouldn't have a 50-store rollout if it wasn't something they believed was going to be a bigger rollout."

Apple's current channel for Mac sales includes its online store, Apple retail stores and Apple resellers, including third-party retail stores like CompUSA.