This morning, the new Uptown Apple Store opened to little fanfare. A small line formed down the block but only a crowd of photographers and media gathered at the front. Inside dozens of blue-shirted Apple experts talked amongst themselves surrounded by the typical displays seen at other mall Apple stores. Patrons entered and exited with purchases in hand, leaving many to wonder what was the cause celebre given Apple hasn’t released anything besides the iPad four months ago.

One observer suggested the only advantage to Apple Inc’s move on First Tech, which is an Apple certified store, was its limitations barring resellers from offering the iPhone. Apple also has no control over First Tech sales and wants to further push its products to the urban, young and trendy. The tech maker has been trying to erase the stigma of research showing that its users are increasingly in the 55+ age group. Though many creatives and college students between the 20 to 40 range own computers, the actual majority of younger “technoliterati” have preferred PCs both for their established gaming power and internal customization. Let’s also not forget that PCs may have better value for the low price and low level of services young people opt for.

First Tech is fairly comfortable with its older and wealthier demographic drawing from Lake District neighborhoods. The retailer is popular for its homegrown training and education classes. In a Star Tribune story, co-owner Harry Zuckman was confident in First Tech’s competitive edge. Nowhere in the TC can you find on-site Apple repair and discounted prices.