Best Buy is putting a lot of emphasis (and money) behind the notion that they are an authorized Apple reseller.  TUAW reports:

The retailer’s latest ad focuses on a customer who just discovered Best Buy sells all the hottest Apple gifts. The edgy commercial pits the customer who purchased all her gifts from Best Buy, against Santa who arrived too late to put anything under the tree.

This “store within a store” concept is nothing new, but the first time around in 1997 it was Apple trying to get noticed for having a retail presence in, of all places, CompUSA.

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