NEW YORK ( MainStreet) -- Sitting here in the Galleria at White Plains' far-too-vast food court after a stout morning of iPhone shopping, it's time we all admitted the truth. While the high-end Apple (AAPL - Get Report) brand remains safe and sound, Cupertino has clearly polished itself up into a heck of discount mass-market retailer.
Go ahead. Call me old fashioned, but I cover Apple "old and in the way." I ignore the Web leaks, rumors, keynotes and ads and wait for real products to come to real stores. Then I hop on my bike, head down to the retail suburban outlets here and shop for Apple gear, just like everybody else.
The supposedly for-high-end-only Apple iPhone is really as aggressively priced and marketed as any phone on the market.
And ahead of the looming iPhone 5 release -- and its attendant wave of nonsense -- I figured it was time for a fresh look. Lo and behold if a new business model has not sprung live from the head of new CEO Tim Cook.
Yes, the fat-margin, unique shopping experience of Apple is still in full effect. But also, very craftily, this company has baked in a mass-market multipoint discount play -- one that on many levels rivals what any other mass maker (like, say, Motorola (MOT), LG or Samsung) offer.Here's why. Apple divides and conquers at retail.
The secret to Apple's split retail identity is simple: It divides the shopping experience among different outlets and, in effect, offers a high- and low-end brand simultaneously. Just follow along in today's iPhone hunt. I started out this morning over at the spiffy, lux Westchester Mall, where a full-on, top-shelf Apple Store flogs the usual pricey MacBooks, iPhones and iPads. Yup, that really is about $4,000 for a desktop computer. Yikes! But even here, Apple's mass-market upside lurks. The iPhone 4 I want, -- not the state-of-the-art 4S, but still a perfectly good model -- can be had with a contract from major carriers such as Verizon (VZ), Sprint (S) and AT&T (T), for $99. Which made me wonder: Could there be a deeper market in discounted Apple goods elsewhere in the retail chain? Target makes a perfect spot for APPL.
I hopped back on my bike and headed over to the Target (TGT - Get Report) outlet at the White Plains City Center Mall across the road. There, in the back, behind the food and women's lingerie, is an iPhone 4 similar to what I saw at the Apple Store -- but for just $49.99, again with a carrier contract.