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ComputerWare/Elite Chain Throws In The Towel
An anonymous reader writes "ComputerWare, a ComputerLand-like chain of stores specializing in Apple computers, went out of business in 2001. Thinking he sees an opportunity for expansion, the guy who owns Elite Computers, the long-time independent Apple computer store literally across the street from Apple HQ in Cupertino, bought the CW name and leased and reopened the SF Bay Area stores as 'ComputerWare by Elite Computers.' In 2003, Mr. Elite realized the reason the original ComputerWare owners got out -- Apple's engaging in 'unfair competition' -- and announced he is closing the chain along with his original store."
"I don't remember ever being able to run Apple's OS-du-jour on anything but an Apple made product."
There used to be a licensed Apple clone business - Apple ended it because the cloners only stole market share from Apple's own products rather than from Windows PCs. The termination of cloning REALLY pissed Motorola off - and Apple have been paying for that one ever since. Some words to search for - Starmax, Power Computing, CHRP and Daystar.
That was classic intercourse!
I personally will not miss them. The original ComputerWare chain was great and would always go out of my way to buy from them instead of others even if I had to pay more for it because the service was worth it and I liked supporting a local store.
Sadly when Elite took over the service went downhill fast. I was never able to get help. If I needed to return something it was a giant hassle and the amount of stuff they stocked sucked. That and on several occasions I was outright lied to about things such as compatibility with anything that they did not happen to have in stock at the moment.
Because of this I started making the extra hour drive to the Apple store for my purchases.
Back when "Master of Orion III" had JUST been released for the Macintosh, I was REALLY desperate to get it. After being disappointed in CompUSA for not having it in stock, I resorted to calling ahead before trekking to other stores. My first call was to The Apple Store in Emeryville. They were more concerned that I, the customer, would be satisfied than they were on getting that sale. Though they didn't have it in stock, they actually referred me to three other stores that carry Macintosh software; one of which was the ComputerWare in Berkeley.
Unfortunately, none of them had MOO3 in stock yet either. A week later, I found myself in Emeryville for other reasons, and decided to stop in at the Apple Store to see if it was in yet. They didn't have it, but the store manager actually CALLED those same resellers (including again, Berkeley's ComputerWare) for me, while I was in The Apple Store, trying to get me what I wanted, EVEN IF IT WOULD COST THEM A SALE!!!
Shades of "Miriacle on 34th Street"; and certianly NOT the actions of a company that's hostile to its 3rd party resellers. More like one that places the satisfaction of the CUSTOMER at the highest priority. And that's but one more reason *I* will be staying with Apple.
Plus, as another poster noted, ComputerWare was NEVER very competitive in the first place. Basiclly, they were where you would go as a last resort if you couldn't find something locally, and you didn't want to wait for mail-order. Sure, they were exclusively Macintosh; so their staff was more clued in; but that was only ever relevant to the non-tech-savvy anyway. They also carried random Apple trinkets like T-shirts, pens, stickers, and the like. If you wanted crap like that, ComputerWare was the first place to go.
But if you wanted hardware or software? No way. ComputerWare, so far as I could ever tell, sold EVERYTHING at the full MSRP. Except for the Macs themselves, most of the hardware they sold could be had at Frys or even CompUSA at 1/3-2/3 the price. And they sold three and even FIVE YEAR OLD games at full MSRP price from when they first came out. This, when the same games could be had in the bargain bin elsewhere in town for $15; or you could wait for MacWorld to roll into the Moscone Center and get them for $5. (Hell, even The Apple Store marks down the low-end games!!!)
Like I said, I don't know what happened behind the scenes. But from where I sit, The Apple Store was pretty supportive of ComputerWare, even at the possibility of their own expense. And ComputerWare was never, IMO, the perferred store to shop in the first place. My bet is that they only lasted as long as they did because of some of the more zealous Mac users who perferred to shop at a Mac-only store, even if it cost them more money than schlepping down to Frys or CompUSA.
cya,
john
Imagine all the people...
I don't know how many of you had ever been in a pre-Elite Computerware store but it was an exercise in frustration. It frequently took 5-10 minutes for a person to speak to you, their prices were terrible [frequently higher than MSRP] and their overall service was awful. I walked out in the middle of buying a $3000 computer there once because the clerk was being very rude to me. ECS should have dropped the Computerware brand, it was more of a liability than an asset.
They basically got squeezed from both sides by full service Apple VARs who dealt with businesses and cheaper mail order.
Well, apple is opening a new store in the university village shopping center, just east of the U of washington. it is slightly more than 1 mile directly east of Seattle's "the mac store" (formerly the computer store)
The bellvue apple store opened 2 weeks ago, and this u village store will likely open around christmas time. So, apple's respect for them isn't all that great.
Having just moved here, and having spent lots of time in cupertino, i look forward to the apple store nearby - the mac store is ok, but their sales people aren't that great
to email me: take my