iPod mini fever causes stock shortages

iPod mini fever causes stock shortages

Whether specialist dealer or mass retailer, Apple resellers have agreed the release of the vendor’s new iPod mini on Saturday was a major success. However, several resellers were concerned about the availability of stock.

Apple Centre Taylor Square and mass merchant, Domayne, both said they had sold out of stock on the first day of sales.

Domayne national computer co-ordinator, Brent Wall, said demand was high. The first delivery for NSW and Queensland of 100 units had sold out.

Apple Centre Taylor Square director, Ben Morgan, said his initial shipment of 60 units also sold out.

Next Byte managing director, Adam Steinhardt, said its chain of 16 resellers across Australia had managed to move 500 iPod mini units on its first day of sales.

“It’s berserk,” he said. “We’ve had a lot of back orders and the public have jumped all over the fact that we had stock.”

Steinhardt said the response to the new mini range had been far better than when the original iPod product was released.

“The iPod has been out for more than two years-and-a-half years now but it has only been in the last six months that it has become really popular,” he said. “There’s iPod fever all around the world at the moment.”

Morgan said the level of demand for the original iPod model and the new iPod mini was comparable but for one point: the selection of customers.

“When we first launched the original iPod demand was exceptional, but it was specifically driven by existing Apple customers,” he said. “Now you have the same levels of demand - with additional demand from the PC customer base.”

Despite the iPod mini’s success, Domayne’s Wall was disappointed by stock availabaility.

He claimed the chain had ordered thousands of unit but only received 100 for Queensland and NSW.

However, the stock limitations did create the chance to upsell to the larger capacity iPods, Wall said. These were unaffected by availability issues.

Morgan said, in this case, a shortage of iPod minis was quite favourable.

Being a baseline product, it was a reasonable proposition to ask a customer to spend an additional $99 for a fully-featured iPod clickable, he said. Steinhardt agreed, and said some end-users wanted to own both mini and standard models.

Apple was asked to comment but did not respond by time of going to press.

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