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Apple Expanding Its Presence in Target Stores

By Eric Volkman - Feb 25, 2021 at 7:09PM

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The "enhanced Apple shopping experience" will start to be introduced in the next few days.

A high-profile tech brand is about to become even more visible, if that's possible. Apple (AAPL 1.62%) will expand its presence in Target (TGT 0.81%) stores, both online and in person, in the coming days. According to a press release issued by Target on Thursday, the two companies are rolling out an "enhanced Apple shopping experience" for the big retailer's customers.

This will see Apple double its store footprint in strategic Target stores, and the dedicated space for the company's goods will feature new displays and lighting. They will also be the site of product demonstrations.

Apple's iPhone 12 Pro and iPhone 12 Pro Max.

Image source: Apple.

A full range of the company's offerings will be featured, including iPhones, iPads, and Apple Watches. The employees the retailer calls Target Tech Consultants will undergo specialized training from Apple on the products.

Target didn't provide any details about the financial terms of the Apple deal.

Target has had much success teaming with other prominent companies. It didn't hesitate to mention in its press release that it has made similar arrangements in the recent past with entertainment giant Walt Disney, makeup and related product specialist Ulta Beauty, and storied clothier Levi Strauss.

Such collaborations help attract and retain customers who like these disparate brands. The expanded Apple presence should have a similar effect, given that Target's electronics departments are not overly distinguished when compared to those of rivals.

We might expect somewhat less impact on Apple's business, as it already has a sturdy retail presence both in its proprietary Apple Stores and on the shelves (and e-commerce portals) of other third-party retailers.

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Stocks Mentioned

Apple Inc. Stock Quote
Apple Inc.
$138.93 (1.62%) $2.21
The Walt Disney Company Stock Quote
The Walt Disney Company
$96.14 (1.84%) $1.74
Target Corporation Stock Quote
Target Corporation
$142.38 (0.81%) $1.15
Ulta Beauty, Inc. Stock Quote
Ulta Beauty, Inc.
$382.85 (-0.68%) $-2.63
Levi Strauss & Co. Stock Quote
Levi Strauss & Co.
$16.01 (-1.90%) $0.31

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