“Apple’s the Ford dealership,’’ said Tech Superpowers founder Michael Oh. “We’re like Roush,’’ an independent company that sells high-performance add-ons for Ford Mustangs.
Oh is one of about 360 independent Apple retailers in the United States that are built on shrewd marketing, strong customer service, and healthy relations with Apple.
Robin Lewis, a retail industry analyst and coauthor of the book “The New Rules of Retail,’’ said that living in Apple’s shadow is a big advantage for independents like Oh. “Apple stores and how they educate people has got to have a rub-off effect that will also enhance the brand wherever it is sold,’’ he said. “It’s raised all Apple ships.’’
But he added that the independents can only continue to thrive by delivering better service and a broader selection of products than Apple provides.
That’s exactly what Oh has in mind for Patriot Place. “That’s where the money is,’’ he said. “Nobody’s going to get rich selling iPads, except Apple.’’
Founded in 1992, Tech Superpowers survived Apple’s near-collapse 15 years ago to prosper during the computer maker’s resurgence. Then, in 2008, Apple opened a massive store in downtown Boston, a block away from the Tech Superpowers flagship location on Newbury Street. It seemed unlikely that Oh’s small store could survive the competitive challenge.
But Tech Superpowers serves businesses that rely on Apple computers and software, a core market different from the consumer-oriented Apple stores. “Our focus is to drive our business efforts and services,’’ said Oh.
For instance, Tech Superpowers offers a “managed machines’’ program that provides technical support for a client’s computers, starting at $49 per machine per month. Oh also offers special support options for companies that use Macs for graphic design, video, or audio production.
