The Apple Store wants your laptop order, desperately

In July, Apple store representatives began contacting customers who had logged into the store with an Apple ID, configured a laptop order in their shopping cart, but did not proceed to checkout.

“An Apple Representative contacted me via telephone, asking if I was still interested in purchasing the ‘rather large’ PowerBook order in my Apple Store shopping cart,” said one Apple Store customer, who had configured a single PowerBook G4 with accessories while browsing the store days earlier. “[The representative] told me that Apple has some special deals running, and that I should call him when I am ready to complete the order. He also said that they have been trying to get in touch with me and listed multiple old emails I have used for Apple Store purchases in the past.”

It’s unclear why the Apple has resorted to these marketing efforts, though one source jokingly noted that the company doesn’t have much else to sell to sell its customers this month, so they might as well push laptop sales.

Apple is currently in the midst of a major product supply gap. The company’s high-end Power Macs and new Cinema Displays are not due for a number of weeks. Meanwhile, inventory of Apple eMacs, iMacs and iPod minis is close to non-existent. Analysts have raised caution that these supply issues could have a significantly negative impact on the company’s fiscal quarter, which ends in September. Apparently, Apple thinks so as well.

Several other Apple store customers noted receiving e-mails from the Apple Store after configuring laptop purchases that were not checked-out. “About two days after browsing and toying with an order, I received an email from an Apple store reprehensive asking that I contact him directly once I’ve decided to proceed with my order.”

While the Apple Store advocates that “special deals” exist for customers that have been contacted by representatives, no specifics are available. It’s also unclear how long the company plans to continue with these unconventional marketing tactics, which some customers attribute to an invasion of their privacy rights.