By Joab Eichenberg-Eilon

When my friends arrived from abroad for a short stay, one of their most important goals was to buy an iPad for one of their boys, Nir. To his great chagrin, all the stores that carry the products – namely, Apple Stores and Best Buy – as well as Apple’s online store – said he should go on a waiting list, with an estimated waiting time of 10-14 days. We went into a crisis mode to save their vacation.

Persistent appeals to salespeople yielded no results until a nice Best Buy supervisor (wearing a white shirt and a name tag), graciously gave him a tip: come tomorrow before we open and you will be the first for our new shipment. Ten minutes before opening time, the squad stood before the doors. Once inside, the aforementioned supervisor was not present, nor was there a new shipment.

Before giving up altogether, we reluctantly went to the nearest Apple Store, which earlier was adamant that there was no way out of the waiting list. To our great surprise, they had the whole range of iPads available. Nir was in seventh heaven; the vacation was salvaged.
Discussing the experience on the way home, we realized that there is some logic in the madness. Those who comply and go on the waiting list eventually make a purchase. Once they go on the list they are practically a sure sale for Apple. If, in the meantime, a client shows up in the store, ready to buy, Apple has another sale without sacrificing the other.
Why, then, were they so adamant the day before that the only way is the wait list? This, we concluded, was one of the ways of spending the least time with occasional browsers and the most time with those who are ready to buy here and now. Showing up the next day, money in hand and ready to buy provided a different result.
The wait list indicates shortage, which can be real or fabricated. The perception that something is not readily available and the sense of being privileged to already own it are familiar from previous introductions of Apple products. They create an atmosphere of hype and competition, softening clients and encouraging emotional purchase decisions.
So, what are the lessons to be learned?

If you want an iPad, and you want it now, first do your homework: know everything about the product – versions, options, accessories, etc. – and make a clear decision of (a) what is your absolute first choice for configuration and accessories; (b) whether you can afford it and are willing to pay its price; and (c) if so, which compromises are you willing to make: pay more for a better version/configuration, settle for a lesser one, wait until you get exactly what you want, etc. Write down your decisions and alternatives, and head to the store.

If time is not of the essence, you may want to consider buying directly from Apple’s online store. You will not avoid sales tax (because Apple is present practically everywhere), but shipping is free and you will save the time, gas and nerves involved in an in-store sale.
If you are already caught in the hype and need your gadget right now, do not let apparent shortages intimidate you. Stores receive supplies on a regular basis, and are happy to make quick sales, while retaining those who are on a waiting list. Check as many stores as you can as frequently as possible, preferably at opening time and/or at the regular new product delivery times, if the store has one.

You might want to put yourself on more than one wait list as a backup in case your immediate purchase strategy doesn’t work. Chances are, however, that at some point you will be in the right place at the right time, and walk out with your brand new iPad.
Does this strategy work for the purchase of a non-Apple computer? Yes and no. Besides the model, version, specs and accessories, when buying a non-Apple computer you must decide also on the price, supplier and possibly the rating.

Apple’s prices are rigid, Apple’s outlets are few and far apart, and when you decide to buy an iPad you have already eliminated all non-Apple products, even if they beat Apple in product ratings. All you need to decide is how much you are willing to spend and on what, and how eager you are to put your hands on the new toy.

Buying another computer is much more complex. You must navigate between many (and sometime confusing) selection criteria: Intel or AMD processor? A product rated “Best Buy” or “Recommended” in an industry magazine or the hot sale from a local technology store? Brand name or an obscure, but much less expensive product with similar specs? If you must pay more than you had expected, what additional features would make it worthwhile? More power, more storage, better design, better graphics?

Apple makes the consumer’s choice and purchase process easier by eliminating all non-Apple products from the equation, thus leaving you with many fewer choices to make. This benefits not only Apple, Inc. but also the purchaser. After all, despite glitches like the recent 4G iPhone antenna fiasco, most Apple products are high quality, with exquisite design. Their customer service? Not so great.