Abstract

Apple Computer started its own retail stores in 2001. At the same time, the company followed channel strategies that were aimed at eliminating the traditional resellers and promoting the company-owned stores. This caselet discusses these different methods and their impact on the resellers. It also discusses the lawsuits filed by resellers against Apple resellers. It also discusses the lawsuits filed by resellers against Apple.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Importance of channel relations
• Impact of channel conflict.

Keywords

Apple, Macintosh, Reseller, Midnight Party, Retail stores, Lawsuit, Discount, Online, Contract, Agreements, iPod