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Dear Apple Inc. in Cupertino—
We, proud descendants of Attila the Hun, have been advocates of your products and services for some time now in Hungary, Europe. Not only did we contribute to your business success by purchasing your products and services faithfully, but also by evangelizing them — sometimes blindly. Only a handful of brands can achieve this success.
This is because we fucking believe in you.
This is the reason why we think it is high time to turn to the public, and speak out hoping that sound waves pronounced by us will reach open ears on the other side of the big pond, in Cupertino.
Apple is now a major luxury brand in computer electronics, but not in Hungary. As you may or may not know, there is Apple in California, and there is Apple in Hungary — and the two are different. The brand's representation and distribution in Hungary are exclusively managed by a wholesaler, HDSys LLC. (which is owned by MDS Holdings) and by a handful of retail stores who buy from the wholesaler. Among other things, HDSys runs a big store in the famous Andrássy blvd. Most people think that they are the real Apple - and nothing could be further from the truth.
Brand guidelines, official websites, PR, marketing and retail can only be as good as they make it. Sometimes they can get it right, but sometimes they can't.
We want Apple Inc., the mothership in Hungary.
Also, it is your interest to set up your Hungarian company and a branch office, through which you could make deals with CD / DVD publishers, launch the iTunes Store that people actually intend to use (believe me, most of us do), do proper marketing, so that people get to know what Apple really stands for. Today average people in Hungary perceive Apple as products that "look nice and have this Mac operating system that only graphic designer people use."
Here are some points that we believe will contribute to your success in this region:
1. Launch iTunes Store
There are tens of thousands of iPods in Hungary, but we can't feed them with legal content. In addition, we can buy the iPod Touch, but cannot purchase the update for it. How successful can Apple TV be without iTS in Hungary? iTunes Store is a major show-stopper and people are striving to buy legal and local content.
2. Localize Mac OS X
Some parts of Mac OS X are localized by some third parties, but this is the hack-ish way. You can't sell Macs without a properly localized interface. iPods can be switched to have a Hungarian interface, it is time to do the same to OS X.
3. Resolve out of stock problems
Customers often have to wait 3-8 weeks to purchase an item or service parts. We're also missing a proper service store where we can leave our damaged hardware and get professional service. (Well, we admit, most people in the service shop are "pros", but the experience as a whole is not what we'd expect from Apple.)
4. Standardize the Hungarian Apple homepage
Apple.hu is a shame for your brand.
Please listen to us, and plan your expansion in this region. Most major car companies and other multinational corporations have already set up branch offices in Hungary. Why wouldn't you?
With utmost respect,
Your people in Hungary