Apple today unveiled its new direct sales model, fronted by the WebObjects-based Apple Store. The Apple Store offers most, if not all, Apple products to U.S. customers via the Web or telephone at 800/795-1000. Though some refurbished Macs are available at closeout prices, pricing is comparable to what you’d find at an Apple reseller. That’s not surprising – Apple can’t afford to lose its entire reseller network. More interesting is the fact that the Apple Store enables customers to customize purchases of the new G3 Macs. For the first time ever, you can buy a Mac from Apple and specify (within constraints) processor speed, installed RAM, hard disk size, and monitor choice. Although the Apple Store isn’t an innovative concept, it’s good to see Apple start direct sales via the Web.