Just because you have an Apple logo in your store doesn’t make it a real Apple Store.

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(Note: Jumbo is a large electronics store that sell a variety of products from different consumer electronics manufacturers all over the world. This would be a store like Best Buy in the United States of America)

Having an Apple store in your town is like  a celebrity deciding to buy a house in your neighborhood and letting you play with all the cool and expensive toys. I used to love going to the Apple store – playing with all the cool Apple products or the occasional appointment with the folks at the Genius Bar.

There are a few elements that make an Apple store an Apple store

1. Only Apple and related Products: The reason why its called an Apple store, is because it retails ONLY the Apple product line which means – iPods, iPads, IPhones, Macbooks, MacBook Pros, iMacs, Apple Display, and related software and accessories. If you have products from other manufacturers, I’m sorry, but you are NOT an Apple Store
2. Apple Sales Force: All Apple Retail Stores have Apple sales folk – those awesome blue t-shirt wielding Apple product connoisseurs, understanding all your needs and prescribing the best solution. If you don’t have these great people, you are NOT an Apple Store
3. Genius Bar: This is one of the critical elements to the Apple Store Experience. As an Apple product owner, you have the option of scheduling an appointment with the Geniuses and having them explain technical questions regarding your Apple product. I have had to interact with them on more than one occasion and they were absolutely helpful. Thank you. If you don’t have a Genius Bar, you are NOT an Apple Store
4. One-to-One: Another wonderful element of the Apple Retail Store is the One-to-One. When you purchase a new Apple product you can sign up (if I recall correctly) for sessions from knowledgable folks on how to use your product. It also applies for software (I recall once during my Genius Bar visit, there was an Apple folk explaining the intricacies of some big software like Final Cut Pro or something). If you don’t have this, you are NOT an Apple Store
5. Others: Apple Stores regularly conduct workshop and other programs (sometimes even get artists to come in an join in the fun) to enhance the Apple product and store experience. If you have no such programs, you are NOT an Apple Store
6. The Official Apple Store List: If you are not featured on this official Apple Store List, you are NOT an Apple Store

A couple of weeks ago there was an email floating around Dubai regarding Apple’s first store in the city. It later turned out to be a Virgin Store with a desk bearing the Apple Logo (as heard on Virgin Radio). The good RJ from the show then proceeded to use this definition to launch the “second Apple store” in the region on air.

As all Apple fans around the world know, its more than just the logo that makes an Apple store – its about the whole experience. There is no official Apple store in Dubai and the entire region for that matter, I believe, and while these electronic stores get the Apple products into the hands of new customers, it is just not fair to label them Apple Stores. They are just regular electronics retailers that have, amongst others, a small subsection of the Apple product lineup. So please, in the name of all that Apple, stop calling yourselves Apple Stores.