The computer giant Apple opened its first French store under the glass pyramid of the Louvre Museum on Saturday, barely two weeks after Microsoft opened a coffee theme to promote its software in Windows 7.
Although Microsoft first began promoting its new Windows operating system in France, Apple has made its first store in a strategic position: the bowels of "The Museum", the shopping center "Carrousel".
See Apple's facilities Luvre.
Both companies have large operations in France, according to Paul Jackson, an analyst at Forrester Research. Jackson said that Apple, in particular, was looking to burnish its image quality with its new site in Paris.
"It has more to do with the sense of partnership with the purchases of first to market with as such," said Jackson. He said that France as a technology market tends to lag behind Britain and Germany, which already have Apple stores.
Apple French expansion will take place in a climate of economic uncertainty. Consumer spending in France is still volatile.
But spending on gadgets "forced" as the Apple iPhone has demonstrated its robustness. France Telecom has sold 1.3 million iPhones between November 2007 and September 2009, while new operators SFR and Bouygues Telecom has sold about 200,000 iPhones since France Telecom lost exclusivity in the spring.
"We are very confident in the French consumer," says the head of Apple retail, Ron Johnson, in the event in Paris to launch the store.
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