Comment by cm11

Interesting: "Why Apple is the best place to buy AirPods." I've never seen them have a section for that.

It's slowly made less sense to buy directly from Apple in recent years. Not a criticism just an observation. I assumed Apple was simply okay with that and decided it was net better for them. Seems reasonable. There was a period not that long ago where you could only buy directly. And there still are some products that are seemingly only on sale at specific retailers—Homepods have for whatever reason never (rarely?) been sold on Amazon, but are at Best Buy. Often you'll see like the latest Airpods for sale cheaper on Amazon/Costco/Target/etc. immediately even before launch day. The whole Apple experience is nice in its own way and sometimes I suppose you get small but nice little dopamine hits buying directly or going to the nice stores and having someone walk you through stuff (if you need/like it) so there's reasons some people go direct. Simply saying there's less reason than before and so I'm surprised and curious as to how this little section of the website came to be.

Do they want that margin back? Do they want to fight a little bit to keep you in more parts of the chain (but I guess not to the point of restricting sales/inventory to themselves)? Is this just like one PM (measured on one KPI) fighting for a little web real estate (presumably against the PMs involved in the retail partner channels)?