SoHo Apple Store Burns Midnight Oil

By Laurie A. Duncan

There are about 8 million people crammed onto this island we call The Big Apple and if you've ever been to the SoHo Apple Store around closing time, you'd think every single one of them owned a Mac. I discovered yesterday that it's about to get a little less crowded at quitting time.

"The best bar in town is now open even longer. Now open 6 a.m. to midnight, Monday through Saturday. More staff, more advice and same-day turnaround on most repairs."

The retail store is not extending its hours. You won't be able to walk in at 11pm and buy a new iMac. You will, however, be able to drop off a broken iMac any time between 6am and midnight, any day except Sunday. When the retail store is closed, there will be an authorized representative available for computer check-in.


About this same-day service deal... it's a bit like your dry cleaning.
You drop off by 8am and they have it ready by 6pm. The catch? Same-day repairs are only for desktops, not portables and unspecified "certain repairs" will not qualify for same-day turnaround. And then of course we have the standard disclaimer which states "Other terms and conditions apply. Apple reserves the right to change the terms and conditions or end the offer at any time without notice and without liability." I love that line. I wish I could get away with that.

I can hear my good friends at Tekserve muttering a few obscenities right about now. Might I suggest a Jolt machine to replace the Coke machine?

It's only fitting that the city that never sleeps has an Apple store that never sleeps. Let's just hope they don't nod off while swapping out someone's logic board.

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