Whilst supermarkets have long been branching into electrical goods, music and films, not one had given up shop space to a single tech brand, until now.
iPod maker Apple has gained access to 120 feet of UK supermarket Tesco's flagship Milton Keynes store. The mini-store, which is not run as a concession, includes items from all of Apple's products, including its range of iPods, Macs and iPod accessories.
Apple has recently been keen to expand its retail presence within the UK, and currently has full stores in Regent Street in London and the Birmingham Bullring shopping centre.
A spokesperson for Tesco told the Scotsman: "It is early days at the moment, but so far it has gone very well. We will continue to look at how the trial performs before deciding whether to roll it out."
Analysts were positive about the move. John Ryan of Retail Week said: "This is a very clever deal for Tesco and a surprising one for Apple. Tesco is used to selling cheap consumer electronics and Apple aren't likely to discount their products.
"However, Apple products are beautiful pieces of design, so it will certainly add an element of pizzazz to the shops."
© 2006 Adfero Ltd
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