So the level of complaints from Apple retailers is kicking up again:

"Since the opening of Apple retail stores, our business has fallen off dramatically and I defy Apple or any independent dealer to deny that," said one dealer in the central U.S. "They promised us Apple retail stores and the online store wouldn't be competition. They have turned right around and lied to us and they compete with us each and every day. Whatever they announce on Monday won't be good for independent dealers. They'll simply cut back more on the support they give us." [via Think Secret]

I feel for the small, independent businesses, I really do. But here is the dirty little secret:

Apple retailers all suck.

Sad, but true. Even here in New York City, a place with a healthy Mac population, all of the retail stores were horrific. Until Apple opened a store in SoHo, there were no places I would confidently send people to by MacOS stuff. Not one. As soon as Apple opened the online store, I started sending people there.

New York's TekServe, the self-billed "old reliable Mac shop," was a case in point. Billed as the place in the city to get Apple hardware and software, it was actually the place to go to get jostled, rushed, and treated rudely while trying to spend some money. The people who work there are all so taken with the mystical Mac ethos that getting service was more like talking your way into a good club, rather than blowing huge money on a new computer. Sure, there is a hammock, and the soda is a dime, but really I just want to buy a new keyboard, thank you. I'm not part of your little cult of Mac personality. Really.

The chains like CompUSA and DataVision are no better. All the Apple stuff is packed in a ghetto at the back of the store, behind an elevator shaft, under a bunch of exposed, low-hanging ventilation equipment. Oh, and if you make me check my bag to come in your shithole store, you can go screw yourself. Don't treat me like a criminal, jackass.

Then Apple opened a retail store downtown. It is spacious. It has rows and rows of software out in the open. All the models are available to tinker with, as are a lot of cameras, iPods, etc... The place is well-lit, and the employees seem...welcoming. They answer a question, then hang with you to see of you have another question.

Of course the Apple retail stores will cut into other dealers' money. They are better.

Americans can be such whiners.