WestView

Tekserve: Making Apple Edible

February 2010

By Scott Langer

The stark Bauhaus-like glass box Apple store on 14 St. and Ninth Ave. emits
an aura of uncompromising technical precision. As you enter you are met by
a smiling greeter who soliticiously asks your reason for entering what is,
most certainly, an orthodox Apple sanctuary. The vestibule of the Tekserve
shop is lined by a phalanx of dusty, obsolete machines smudged with the
finger marks of thousands of hours of happy keying. And ka ching you get a
ticket from an ancient cafeteria dispenser to meet with a techie who would
eat his iPod rather than sell you something he, personally, wouldn’t buy.
—Ed.

Tekserve has been the number one vendor of Apple products in New York City
since 1987. You’re right to think that since Apple started over 30 years ago
it has been a technological juggernaut, influencing how we listen to music,
make phone calls, write scripts, edit films and photos, design web sites,
and lay down music tracks. And Tekserve has been there since the beginning,
building more confidence in Apple than maybe Apple at times.
When Apple does have a dud, Tekserve is there to whip up some objectivity.
This cannot be said about the Apple Store’s staff, which consists mostly of
my out-of- work artist-type friends who know nothing more than the basic
features. TekServe’s staff has a bunch of artist types, too, but damn,
they’re not just the cute, pierced and tattooed holders of a 30 percent
employee discount—they’re experts. Being a vendor, they have no specific
agenda or products to push; they will simply give you all of the
information, and may even schedule a personalized training session.
Wherever you buy Apple products, Apple wins. So, buy from Tekserve, the
partner you won’t be embarrassed bringing home to Mom.

A little info
Tekserve not only sells Mac appliances, but also provides creative solutions
for Graphic, Audio, and Video professionals. In addition they do repairs,
rentals, trade-ins, seminars and small business solutions.
119 W. 23 St. NYC 10011
(212) 929-3645
Email: help@tekserve.com
tekserve.com

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