Apple Has a Problem and There's Only One Way to Fix It

NEW YORK (TheStreet) -- Someone says something. Somebody else repeats it. If that happens enough times, the thing someone/somebody said can quickly become consensus. That cycle happens across society, but occurs with what feels like more frequency on the financial and tech media bandwagons.

This dynamic must be responsible for the seemingly agreed-upon notion that Angela Ahrendts must "fix" or "overhaul" Apple's (AAPL) retail stores. Why else would anyone suggest drastic change for a physical retailer that produces more than $4,500 in average sales per square foot? Apple tops that list again this year, ranking ahead of, for the most part, luxury names such as Tiffany & Co. (TIF) and Michael Kors (KORS). You know this, yet the media wants to convince you that Apple Stores require some sort of makeover.

Don't buy it. To some extent, Apple retail needs tweaking, but not Apple Stores.

Two "problems" exist. One Ahrendts can address; one that's out of her control.

Apple needs new products. Maybe it's just me, but there isn't quite the same buzz inside (and outside) Apple Stores as there used to be. The biggest lines are for the Genius Bar and there's a lot less browsing iPhones and iPads than there is using MacBooks to check email. That's not a criticism of Apple; it's reality. With no new products, it's only natural that the energy inside an Apple Store would be different than it is around a launch. It's Tim Cook's overhang -- no new products. But it shouldn't trigger finger pointing in entirely unrelated directions.

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