Overall, it looks like the main message to retailers who are facing high street struggles is to think about what the customer really wants. We want competitive prices, but also a benefit that comes with choosing to go to the physical store, rather than buying online. That benefit is likely to be an extra experience that the customer wouldn't get from shopping online, such as Apple's Genius Bar and product set up services.
Personally, I believe that it's not Apple that's killing the high street, it's us. As customers, we are choosing to shop in a way that is most beneficial to us, and Apple just seems to know what we want, both with its iTunes and online services, as well as the in-store experiences the company offers.
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