Apple ending AABA program
Posted by Dennis Sellers 
Nov 21, 2007 at 1:59pm
Apple has emailed Apple Authorized Business Agent (AABA) members, announcing the end of the program. Apple Authorized Business Agents are professionals trained and experienced in helping customers make informed purchasing decisions.
Apple has touted the program in the past, saying becoming an agent offers supplemental revenue, Apple training and support, professional backing by Apple, and “new opportunities, minimal overhead.”
However, the recent email says: “We appreciate your contribution to Apple’s business as part of the Apple Business Agent program. Unfortunately, after careful consideration, we have decided to end this program. In accordance with section 12 B(i) of the Authorized Business Agent Agreement (‘Agreement’), Apple is notifying you that your Agreement will be terminated effective January 1, 2008.”
One current AABA member explained to Macsimum News the effect this announcement has on his business: “As of Jan. 1, 2008 I cannot sell Macs as an AABA or direct folks a to my Apple Business Store—because it will not exist. To continue doing such we have to become store affiliates, become a part of the Apple Channel or be an Apple Consultant. All pretty much require a physical storefront and paying Apple more money for certifications and memberships to participate.”
Independent business entities and individuals in the U.S. who met the AABA program requirements could become members of the Apple Authorized Business Agent program. Agents recommend Apple and third-party solutions to customers. Then, customers simply identify the agent when the customer purchases through the online Apple Store for Business Agents web site. Apple pays a fee to the agent for all eligible product purchases, and also handles credit arrangements, fulfillment, and returns for the customer.
Terry Jarrell Says:
Mark Up makes a good point here, I believe. I own a small independent Apple consulting company here in central Florida and support some of the stores as an ACN. We have a fairly high number of small and medium sized businesses in the area that are just starting to make the move to Apple products but they always seem to have the same feelings of hesitation since their needs aren’t quite catered to in the fashion they would like to see. They are to be applauded in having the courage to risk something so completely new which will, in most cases, be the backbone to their business operations.
There is a certain level of confidence that they are looking for in knowing that Apple will be there to support them after the sale. In my experience, some Apple retail stores have a very, very keen awareness of this and exercise wonderful handling of the process, notably the Apple Store in Jacksonville, FL at the St John’s Town Center. Other stores seem to run at a different pace and even totally neglect to mention that there, in fact, ACNs out there that can support and help Apple buyers outside the store after the sale.
I cannot stress how valuable this is to any user, from individual to small or medium sized business. As Apple continues to grow in the marketplace, their does indeed need to be an emphasis placed on the long-term care of our customers. This not only translates into more long-term sales but it too goes further than most any other brand by extending the excellence of the Apple experience throughout the ownership of the product.
Posted on November 22, 2007
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Dennis Sellers
Dennis has been a newspaper editor/reporter (seven years) and teacher (seven years). He has over 4,000 magazine, newspaper and online articles to his credit. He has also covered the Mac and tech industries for over a decade for such online publications as MacCentral, MacMinute and now MacsimumNews.
Mark Up Says:
I believe Apple is not doing enough to attact small business, in the store, on their web site or anywhere else. Apple needs to really re-think things for small business to make it attractive and easy to purchase with good informed, experienced people and consultants. Take a look at the Dell site, very easy to navagate to small business needs. When a small business customers walks into an Apple store, what do they see for their business needs? Nothing really. Too many young sales people that have almost zero experience in the business and enterpise levels. Come on Apple, lets re-think on how we can get small business and Apple together.
Posted on November 22, 2007