Apple Story
September 10, 2011
Looks like an Apple store, but I think there's another, ahem, story going on here…
There's been a lot of talk about Chinese knock-offs, even fake, full-on retail stores, but this one isn't hidden behind the silk curtain. The 'Apple Story' is located in Brooklyn and sells accessories for Apple products out of displays cleverly designed to look like Apple's iPhone and iPad.
Maybe a little too cleverly… According to Apple Insider, the Apple Story is being sued by Apple for falling a little to close to the Apple tree.
My honest take on this as 'Brand Identity Theft' is that the store doesn't come close to Apple's open, clean, huge retail outlets with scores of blue shirted 'geniuses' wandering around. 'Apple' looks kind of odd in a serif font and the round logo with the letters A and S stacked almost looks Chinese in the photo.
But the shelves… I'm thinking they missed their calling. Rather than selling some iPhone bumpers and ear buds in a mall in Brooklyn, they should have gone into decorating SoHo loft spaces.
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