Apple steps in to bail-out American shopping malls

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Apple sales & economic hardtimes go way back.

Just when dire predictions of shopping malls being empty of all humanity for the next few months, Apple is rumored to be introducing an $800 laptop. Coupled with the news that 8% of U.S. teens already own an iPhone and that 22% of teens want one, at least there will be some foot traffic in those malls that have Apple Stores.

Sidenote: During the last recession, Apple gained market share by innovating and aggressively marketing their products when their competitors chose to hunker down.

And now for the obligatory Harvard professor quote (from the linked-to article) that all media people must repeat when writing on this topic: “It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share, and return on investment at lower cost than during good economic times.”