Apple, as a computer company, has struggled over the years with the assortment problem. Company-owned Apple stores offered only Apple computers. Although management liked having control of the assortment, customers wanted side-by-side comparisons with other brands, eventually driving Apple to close many of its own stores. Apple also has had difficulty influencing how independent computer outlets stock and display its products. Apple is now using the success of its music download- ing systems (iPod and variations) to compose larger assortments-and is reopening company-owned stores. Is this a good idea? What, if anything, would you recom- mend to Apple as an alternative strategy to improve its products' coverage and sales?? 6589