Will The Mac Catch On At Work?

With the amazing growth of Apple's iPhone, the world is beginning to wonder if Apple can indeed make headway in the business space.

All eyes are watching and waiting for next month's iPhone software release, which will make the iPhone compatible with Microsoft's Exchange e-mail server.

And while that change alone could create serious headaches for Microsoft and its smartphone partners and also Research In Motion, the maker of the ever-present BlackBerry smartphone, the real question is whether the iPhone will propel more businesses to use Apple's iMac desktop systems and MacBook notebooks.

Right behind that, though, is whether those companies will buy those systems direct from Apple or from Apple's channel. So far, Apple's channel has mostly prospered amid Apple's resurgence over the past few years. But it seems to have done so in spite of the Cupertino, Calif., company, rather than because of it—or even with it.

With or without the vendor, Apple solution providers are building their businesses around services and moving forward. In a recent survey of its members, the Apple Specialist Marketing Co-op found that 95 percent of Apple Specialist Dealers and Authorized Service Providers had grown their businesses in 2007. More than 30 percent of them grew by more than 30 percent in 2007, and 100 percent expected growth in 2008.

Yet while most Apple partners are reluctant to trash talk the vendor (which has a reputation for retaliation), they do say that it would be nice to get more support from Apple than they currently receive. Even more information would be helpful. One big problem? Apple partners hear about new Apple products the same time as everybody else.

Apple solution providers also fear Apple's growing retail presence. Apple now has more than 200 stores nationwide and solution providers are worrying whether the retail focus is a drain on their businesses.

Yet Apple's focus on retail and the consumer with little or no support for businesses could be the very boon the Apple channel needs should businesses open up to the Mac platform. If the throngs of iPhone and iPod users insist on a Mac at work, where else can these businesses turn? Will they walk over to the local Apple store for a chat at the genius bar? We know where that will lead.

So that leaves us with just one last question: Is the Apple channel ready?

Is 'Apple Channel' an oxymoron?
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