The difference between Apple authorized stores and direct stores.

1, the fundamental difference in essence: Direct stores, as the name implies, are directly managed by Apple, which means that Apple is responsible for all aspects from store location, decoration, employee recruitment to daily operation. Therefore, direct stores are regarded as the best representative of Apple's brand image and service quality, while Apple authorized stores are managed and operated by third-party operators authorized by Apple. These third-party operators can be large chain retailers.

2. Different management backgrounds: There are obvious differences in management between authorized stores and direct stores. The management of the direct store is held by Apple's own employees, who have undergone rigorous training and screening and have a deep understanding of Apple's culture and values. In authorized stores, management is often recruited and appointed by third-party operators themselves. Although these managers will also receive relevant training from Apple, they also manage stores of multiple brands at the same time, and their specificity and loyalty to Apple are relatively low.