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Apple's fake store?

Posted Jun 03 2008, 02:57 PM by Kim Peterson
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File this one under unnecessary corporate expenses. Apple reportedly built a full-size replica of a store on a Warner Bros. studio lot to film a commercial for the highly-anticipated Steve Jobs keynote on June 9. That's when everyone is expecting Jobs to unveil a new iPhone that works on 3G networks. 

So it wasn't possible for Apple to shut down one of its 186 retail stores for a couple hours?

If this is true, maybe Apple has something so secret up its sleeve it couldn't risk a breach in the retail environment. But nope, I'm not going there. Not joining the army of bloggers salivating and speculating about Apple this week. There are more important things going on in the world....aren't there?

Apple shares, by the way, are down 1% today to $183.87 at last check. 

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Comments

 

Television commercials are shot in fake stores, fake kitchens, with product mock-ups and hired spokesmen. That's how it is. Television, make that all advertising, is a great illusion. We create beautiful retouched images of life consumers want to buy. Apple is a brilliant branding company, like Sony was, and newer companies aspire to be.  Capitalism in a black turtleneck!

Mike (Posted 06.05.08 9:54 AM) Report Abuse

Wow, pete, I think you get the Non-Sequitor of the Day award.  As for the fake store...waste of money, but if they require a controlled environment, a live store might present problems.

Dan - WashDC (Posted 06.05.08 9:55 AM) Report Abuse

I don't fiind it necsessary to build a fake apple store just to film a commercial. Apple can just close a store! I agree with Nick-apple is wasting our natural resources. And BD, you are probably an ignorant young male, wasting your life on the computer. I am sickend by you people not caring about the environment.

TREE HUGGER!!! (Posted 06.05.08 10:05 AM) Report Abuse

Perhaps someone did a cost analysis and determined it would be cheaper to build a fake store (like someone said earlier, it does not have to be functional or withstand normal wear and tear) than lose projected sales by closing a real store for a couple of hours.

Jeff (Posted 06.05.08 10:06 AM) Report Abuse

Wait, the whole hubbub here is that Apple built a set to film a commercial on?  Where's the scandal?  Companies build sets all the time to film commercials.  People really need to get a life if all they have to do is set around and nitpick these types of things...

Jeff (Posted 06.05.08 10:10 AM) Report Abuse

someones says:

"Don't assume you know what is going on. If the other phone making companies had any idea of what really was going to be released when the first iPhone was launched, it wouldn't have taken so long for them to launch their own copy cat phone."

HTC Touch released in EU PRIOR to Iphone intro.

Maybe "someone" is the one that is ASSUMING!

BK (Posted 06.05.08 10:12 AM) Report Abuse

Are we  really talking about this? The amount of pollutants released is negligable, they'll likely use the set for a series of commercials, and their "wasted" dollars aren't coming out of your account.

thatguy (Posted 06.05.08 10:17 AM) Report Abuse

Pete:

It only feels like a recession to people who would rather get the government to support them.  Cut down on expenses by smoking less weed and get a job or go put on a burqa loser.

toadrw (Posted 06.05.08 10:19 AM) Report Abuse

They also could have just filmed it in one of thier stores AFTER HOURS so it wouldnt impact sales, But I guess they have enough money to blow on that kind of stuff.

B (Posted 06.05.08 10:19 AM) Report Abuse

Its not like sets go to waste.  After they are done shooting, most of the props will be reused for other projects or future Apple Commercials.

Shutting down a retail store is not always a good idea.  They have to get permits and crowd control, security, and then there's the fact of moving equipment and actors to and from the site.  Some of these retail spaces may be totally inadequate for filming.  You'd be amazed at how many commercials are filmed on a studio lot as opposed to actual retail locations.

billy (Posted 06.05.08 10:19 AM) Report Abuse

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