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The Apple Store is a chain of
retail stores The retail format (also known as the retail formula) influences the consumer's store choice and addresses the consumer's expectations. At its most basic level, a retail format is a simple marketplace A marketplace or market place is a locatio ...
owned and operated by Apple Inc. The stores sell various Apple products, including Mac personal computers, iPhone smartphones,
iPad The iPad is a brand of iOS and iPadOS-based tablet computers that are developed by Apple Inc., Apple Inc. The iPad was conceived before the related iPhone but the iPhone was developed and released first. Speculation about the development, ...
tablet computers,
Apple Watch Apple Watch is a line of smartwatches produced by Apple Inc. It incorporates activity tracker, fitness tracking, Health (Apple), health-oriented capabilities, and wireless telecommunication, and integrates with iOS and other Apple products and s ...
smartwatches,
Apple TV Apple TV is a digital media player and microconsole developed and marketed by Apple Inc. It is a small networking hardware, network appliance hardware that plays received media data such as video and audio to a television set or external displ ...
digital media players,
software Software is a set of computer programs and associated software documentation, documentation and data (computing), data. This is in contrast to Computer hardware, hardware, from which the system is built and which actually performs the work. ...
, and both Apple-branded and selected third-party accessories. The first Apple Stores were originally opened as two locations in May 2001 by then- CEO
Steve Jobs Steven Paul Jobs (February 24, 1955 – October 5, 2011) was an American Entrepreneurship, entrepreneur, industrial designer, media proprietor, and investor. He was the co-founder, chairman, and chief executive officer, CEO of Apple Inc., Appl ...
, after years of attempting but failing store-within-a-store concepts. Seeing a need for improved retail presentation of the company's products, he began an effort in 1997 to revamp the retail program to get an improved relationship with consumers and hired Ron Johnson in 2000. Jobs relaunched Apple's online store in 1997 and opened the first two physical stores in 2001. The media initially speculated that Apple would fail, but its stores were highly successful, bypassing the sales numbers of competing nearby stores and within three years reached US$1 billion in annual sales, becoming the fastest retailer in history to do so. Apple has expanded the number of retail locations and its geographical coverage over the years, with 522 stores across 25 countries and regions worldwide, opening its newest store at American Dream Mall in East Rutherford, New Jersey on December 3, 2022. Strong product sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011. In May 2016,
Angela Ahrendts Angela Jean Ahrendts, DBE (born June 7, 1960) is an American businesswoman who was previously the senior vice president of retail at Apple Inc. She was the CEO of Burberry from 2006 to 2014. Ahrendts left Burberry to join Apple in 2014. Ahren ...
, Apple's then-Senior Vice President of retail, unveiled a significantly redesigned Apple Store in
Union Square, San Francisco Union Square is a public plaza bordered by Geary Street, Geary, Powell Street (San Francisco), Powell, Post and Stockton Street (San Francisco), Stockton Streets in downtown San Francisco, California. "Union Square" also refers to the central sh ...
, featuring large glass doors for the entry, open spaces, and rebranded rooms. In addition to purchasing products, consumers can get advice and help from "Creative Pros" – individuals with specialized knowledge of creative arts; get product support in a tree-lined Genius Grove; and attend sessions, conferences, and community events, with Ahrendts commenting that the goal is to make Apple Stores into "town squares", a place where people naturally meet up and spend time. The new design will be applied to all Apple Stores worldwide, a process that has seen stores temporarily relocate or close. Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone flagship stores in high-profile locations. It has been granted design
patent A patent is a type of intellectual property that gives its owner the legal right to exclude others from making, using, or selling an invention for a limited period of time in exchange for publishing an sufficiency of disclosure, enabling disclo ...
s and received architectural awards for its stores' designs and construction, specifically for its use of glass staircases and cubes. The success of Apple Stores has had significant influence over other consumer electronics retailers, who have lost traffic, control and profits due to perceived higher quality of service and products at Apple Stores. Apple's notable
brand loyalty In marketing, brand loyalty describes a consumer's positive feelings towards a brand, and their dedication to purchase, purchasing the brand's Product (business), products and/or Service (economics), services repeatedly, regardless of deficienci ...
among consumers causes long lines of hundreds of people at new Apple Store openings or product releases. Due to the popularity of the brand, Apple receives many job applications, many of which come from young workers. Apple Store employees receive above-average pay, are offered money toward education and health care, and receive product discounts; however, there are limited or no paths of career advancement. A May 2016 report with an anonymous retail employee highlighted a
hostile work environment In United States labor law, a hostile work environment exists when one's behavior within a workplace creates an environment that is difficult or uncomfortable for another person to work in, due to illegal discrimination. Common complaints in sexual ...
with harassment from customers, intense internal criticism, and a lack of significant bonuses for securing major business contracts.


Overview

Many Apple Stores are located inside shopping malls, but Apple has several stand-alone flagship stores in high-profile locations, such as the one located in
Grand Central Terminal Grand Central Terminal (GCT; also referred to as Grand Central Station or simply as Grand Central) is a commuter rail terminal station, terminal located at 42nd Street (Manhattan), 42nd Street and Park Avenue in Midtown Manhattan, New York Cit ...
in New York City. Several multi-level stores feature glass staircases, and some also glass bridges. ''
The New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid d ...
'' wrote in 2011 that these features were part of then-CEO
Steve Jobs Steven Paul Jobs (February 24, 1955 – October 5, 2011) was an American Entrepreneurship, entrepreneur, industrial designer, media proprietor, and investor. He was the co-founder, chairman, and chief executive officer, CEO of Apple Inc., Appl ...
' extensive attention to detail, and Apple received a design patent in 2002 for its glass staircase design. Historically, Apple has partnered with architectural firm Bohlin Cywinski Jackson in designing and creating its original retail stores, and has in recent years partnered with architectural firm
Foster + Partners Foster + Partners is a British architectural, engineering, and integrated design practice founded in 1967 as Foster Associates by Norman Foster. It is the largest architectural firm in the UK with over 1,500 employees in 13 studios worldwide. ...
in designing its newer stores, as well as its corporate Apple Park campus. Apple has received numerous architectural awards for its store designs, and its "iconic" glass cube, designed in part by Peter Bohlin, at Apple's Fifth Avenue store in
New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...
, received a separate design patent in 2014. Ron Johnson held the position of Senior Vice President of Retail Operations from 2001 until November 1, 2011. During his tenure, it was reported that while Johnson was responsible for site selection, in-store service, and store layout, inventory was controlled by then- COO and now-CEO
Tim Cook Timothy Donald Cook (born November 1, 1960) is an American business executive who has been the chief executive officer of Apple Inc. since 2011. Cook previously served as the company's chief operating officer under its co-founder Steve Jobs. ...
, who has a background in
supply chain management In commerce Commerce is the large-scale organized system of activities, functions, procedures and institutions directly and indirectly related to the exchange (buying and selling) of goods and services among two or more parties within lo ...
. In January 2012, Apple transferred retail leadership to John Browett. However, after attempts to cut costs, including reducing new hires and limiting staff hours, he was fired after six months, later telling a conference that he "just didn’t fit with the way they ran the business". In October 2013, Apple hired
Angela Ahrendts Angela Jean Ahrendts, DBE (born June 7, 1960) is an American businesswoman who was previously the senior vice president of retail at Apple Inc. She was the CEO of Burberry from 2006 to 2014. Ahrendts left Burberry to join Apple in 2014. Ahren ...
from
Burberry Burberry is a British Luxury goods, luxury fashion house established in 1856 by Thomas Burberry headquartered in London, England. It currently designs and distributes ready to wear, including trench coats (for which it is most famous), leathe ...
. When Ahrendts left in April 2019, Deirdre O’Brien expanded from Worldwide Sales and Operations, to People, and currently, to People and Retail. In an interview with Funke Mediengruppe in May 2021 she commented, Apple is sticking to its plan to open more stores around the globe in the future, as reported by ''Bloomberg''.


Work environment

Due to the popularity of the brand, applicants for jobs at Apple Stores are numerous, with many young workers applying. The pace of work is high due to the popularity of the iPhone and
iPad The iPad is a brand of iOS and iPadOS-based tablet computers that are developed by Apple Inc., Apple Inc. The iPad was conceived before the related iPhone but the iPhone was developed and released first. Speculation about the development, ...
. Employees typically work for only a few years as career prospects are limited with no path of advancement other than limited retail management slots. Apple Store employees make above-average pay for retail employees and are offered benefits including
401(k) In the United States, a 401(k) plan is an employer-sponsored, defined contribution, defined-contribution, personal pension (savings) account, as defined in subsection 401(k) of the U.S. Internal Revenue Code. Periodical employee contributions come ...
plans, product discounts, and reduced price on
stock In finance, stock (also capital stock) consists of all the Share (finance), shares by which ownership of a corporation or company is divided.Longman Business English Dictionary: "stock - ''especially AmE'' one of the shares into which owners ...
. The retention rate for the technicians who staff the Genius Bar is more than 90%. A May 2016 ''
Business Insider ''Insider'', previously named ''Business Insider'' (''BI''), is an American financial and business news website founded in 2007. Since 2015, a majority stake in ''Business Insider''s parent company Insider Inc. has been owned by the German publ ...
'' article featured a lengthy interview with an anonymous Apple Store retail worker in the United Kingdom, where the employee highlighted significant dissatisfaction and issues for retail workers, including harassment and death threats from customers, an intense internal criticism policy that feels "like a cult", a lack of any significant bonus if a worker manages to secure a business contract worth "hundreds of thousands", a lack of promotion opportunities, and are paid so little that many workers are unable to buy products themselves even with a "generous" discount on any Apple product or Apple stock. According to an April 2022 press release, over 70 percent of the eligible employees in the Apple Store located in the Cumberland Mall in
Atlanta, Georgia Atlanta ( ) is the capital city, capital and List of municipalities in Georgia (U.S. state), most populous city of the U.S. state of Georgia (U.S. state), Georgia. It is the county seat, seat of Fulton County, Georgia, Fulton County, the mos ...
, have signified interest in unionizing. The employees asked for a $28 per hour wage, better benefits, and profit-sharing. If successful, the effort would make the store the first unionized Apple retail store in the United States.


Countries and regions


History


Third-party retail

Steve Jobs Steven Paul Jobs (February 24, 1955 – October 5, 2011) was an American Entrepreneurship, entrepreneur, industrial designer, media proprietor, and investor. He was the co-founder, chairman, and chief executive officer, CEO of Apple Inc., Appl ...
, co-founder of Apple, returned to the company as interim CEO in 1997. According to his biographer
Walter Isaacson Walter Seff Isaacson (born May 20, 1952) is an American author, journalist, and professor. He has been the President and CEO of the Aspen Institute, a nonpartisan policy studies organization based in Washington, D.C., the chair and CEO of CNN ...
, Jobs began a concerted campaign to help sales by improving the retail presentation of Macintosh computers. Even with new products launched under his watch, like the
iMac iMac is a family of All-in-one PC, all-in-one Mac (computer), Mac desktop computers designed and built by Apple Inc. It has been the primary part of Apple's consumer desktop offerings since its debut in August 1998, and has evolved through ...
and the PowerBook G3 and an online store, Apple still relied heavily on big-box computer and electronics stores for most of its sales. There, customers continued to deal with poorly trained and ill-maintained Mac sections that did not foster customer loyalty to Apple and did not help differentiate the Mac user experience from Windows. In fact, the retailer trend was towards selling their own generic in-house brand PCs which used even cheaper components than those by major PC makers, increasing retailer overall margins by keeping the manufacturing profits. This "provided a powerful profit motive to convert customers interested in buying a Mac into the owners of a new, cheaply assembled, house brand PC".
Tim Cook Timothy Donald Cook (born November 1, 1960) is an American business executive who has been the chief executive officer of Apple Inc. since 2011. Cook previously served as the company's chief operating officer under its co-founder Steve Jobs. ...
, who joined Apple in 1998 as Senior Vice President for Worldwide Operations, announced the company would "cut some channel partners that may not be providing the buying experience pple expects We're not happy with everybody." Jobs severed Apple's ties with every big box retailer, including Sears, Montgomery Ward, Best Buy, Circuit City, Computer City, and Office Max to focus its retail efforts with CompUSA. Between 1997 and 2000, the number of Mac authorized resellers dropped from 20,000 to just 11,000. The majority of these were cuts made by Apple itself. Jobs proclaimed that Apple would be targeting
Dell Dell is an American based technology company. It develops, sells, repairs, and supports computers and related products and services. Dell is owned by its parent company, Dell Technologies. Dell sells personal computers (PCs), Server (computin ...
as a competitor, with Cook's mandate to match or exceed Dell's lean inventories and streamlined supply chain. Jobs made an open statement to
Michael Dell Michael Saul Dell (born February 23, 1965) is an American billionaire businessman and philanthropist. He is the founder, chairman, and CEO of Dell Technologies, one of the world's largest technology infrastructure companies. He is ranked the ...
, "with our new products and our new store and our new build-to-order, we're coming after you, buddy." While Dell had operated as direct mail order and online order company, having pulled out of retailers to realize greater profit margins and efficiency, Apple had direct orders with sales handled by its channel partners, other mail order resellers, independent dealerships, and the new relationship with CompUSA to build "stores within a store". Jobs did a study for stand-alone "store within a store" for 34 sites in Japan. These sites were designed by Eight Inc. and CEO Tim Kobe who was designing the Apple MacWorld and product launch events with Apple. CompUSA was one of the few retailers that kept its Apple contract by agreeing to adopt Apple's "store within a store" concept designed by Eight Inc. This required that approximately 15% of each CompUSA store would be set aside for Mac hardware and software (including non-Apple products) and would play host to a part-time Apple salesperson. However, the "store within a store" approach did not meet expectations, in part because the Apple section was in the lowest-traffic area of CompUSA stores. CompUSA president Jim Halpin, who proclaimed that he would make Apple products his top priority, was forced to resign a year later. Also, CompUSA had trouble finding well-trained staff, as most store clerks usually steered customers away from Macs and towards Windows PCs. Through these setbacks, CompUSA sales of Macs had increased. Apple then added
Best Buy Best Buy Co. Inc. is an American multinational consumer electronics retailer headquartered in Richfield, Minnesota. Originally founded by Richard M. Schulze and James Wheeler in 1966 as an audio specialty store called Sound of Music, it was rebra ...
as a second authorized reseller. Challenges still remained, as resellers' profit margins on selling Macs was only around 9%, and selling Macs was only worthwhile if ongoing service and support contracts were provided, of which retailer experiences were inconsistent.


Online store

In 1997, the year Steve Jobs returned to Apple,
Dell Dell is an American based technology company. It develops, sells, repairs, and supports computers and related products and services. Dell is owned by its parent company, Dell Technologies. Dell sells personal computers (PCs), Server (computin ...
founder and CEO
Michael Dell Michael Saul Dell (born February 23, 1965) is an American billionaire businessman and philanthropist. He is the founder, chairman, and CEO of Dell Technologies, one of the world's largest technology infrastructure companies. He is ranked the ...
was asked how he would fix Apple. Dell responded: "I'd shut it down and give the money back to the shareholders". This angered Jobs, due to Dell's success with its online store originally built by
NeXT Next may refer to: Arts and entertainment Film * Next (1990 film), ''Next'' (1990 film), an animated short about William Shakespeare * Next (2007 film), ''Next'' (2007 film), a sci-fi film starring Nicolas Cage * ''Next: A Primer on Urban Paintin ...
, his former business that Apple acquired to bring Jobs back. A team of Apple and NeXT employees spent several months building an online store that would be better than Dell's. On November 10, 1997, Steve Jobs announced the online store at an Apple press event, and during his keynote speech, he said: "I guess what we want to tell you, Michael, is that with our new products and our new store and our new build-to-order manufacturing, we're coming after you, buddy." In August 2015, Apple revamped the online storefront, removing the dedicated "Store" tab and making the entire website a retail experience.


Origins

Jobs believed the Apple retail program needed to fundamentally change the relationship to the customer, and provide more control over the presentation of Apple products and the Apple brand message. Jobs recognized the limitations of third-party retailing and began investigating options to change the model. In 1999, Jobs personally recruited Millard Drexler, former CEO of Gap Inc., to serve on Apple's board of directors. In 2000, Jobs hired Ron Johnson from
Target Target may refer to: Physical items * Shooting target, used in marksmanship training and various shooting sports ** Bullseye (target), the goal one for which one aims in many of these sports ** Aiming point, in field artillery, fi ...
. The retail and development teams headed by Allen Moyer from
The Walt Disney Company The Walt Disney Company, commonly known as Disney (), is an American multinational mass media and entertainment industry, entertainment conglomerate (company), conglomerate headquartered at the Walt Disney Studios (Burbank), Walt Disney Stud ...
then began a series of mock-ups for the Apple Store inside a warehouse near the company's Cupertino headquarters. On May 15, 2001, Jobs hosted a press event at Apple's first store, located at the
Tysons Corner Center Tysons Corner Center is a shopping mall in the unincorporated area of Tysons, Virginia, Tysons in Fairfax County, Virginia, United States (between McLean, Virginia, McLean and Vienna, Virginia, Vienna, Virginia). It opened to the public in 1968, be ...
mall in
Tysons, Virginia Tysons, also known as Tysons Corner, is a census-designated place A census-designated place (CDP) is a Place (United States Census Bureau), concentration of population defined by the United States Census Bureau for statistical purposes only. ...
near
Washington, D.C. ) , image_skyline = , image_caption = Clockwise from top left: the Washington Monument The Washington Monument is an obelisk shaped building within the National Mall in Washington, D.C., built to commemorate Geor ...
The store officially opened on May 19, along with another store in
Glendale Galleria The Glendale Galleria is a large three-story regional shopping center and office complex located in downtown Glendale, California Glendale is a city in the San Fernando Valley and Verdugo Mountains regions of Los Angeles County, California, ...
in
Glendale, California Glendale is a city in the San Fernando Valley and Verdugo Mountains regions of Los Angeles County, California, Los Angeles County, California, United States. At the 2020 United States Census, 2020 U.S. Census the population was 196,543, up from ...
. More than 7,700 people visited Apple's first two stores in the opening weekend, spending a total of .


Expansion

Several publications and analysts predicted the failure of Apple Stores. However, the Apple retail program established its merits, bypassing the sales-per-square-foot measurement of competing nearby stores, and in 2004 reached $1 billion in annual sales, the fastest of any retailer in history. Sales continued to grow, reaching $1 billion a quarter by 2006. Then-CEO
Steve Jobs Steven Paul Jobs (February 24, 1955 – October 5, 2011) was an American Entrepreneurship, entrepreneur, industrial designer, media proprietor, and investor. He was the co-founder, chairman, and chief executive officer, CEO of Apple Inc., Appl ...
said that "People haven't been willing to invest this much time and money or engineering in a store before", adding that "It's not important if the customer knows that. They just feel it. They feel something's a little different." In 2011, Apple Stores in the United States had an average revenue of $473,000 for each employee. According to research firm RetailSails, the Apple Store chain ranked first among U.S. retailers in terms of
sales per unit area In retail, sales per unit area is a standard and usually the primary measurement of store success. The unit of area is usually square metres in the metric system or square feet in U.S. customary units. Square feet are also widely used in retailing i ...
in 2011, almost doubling Tiffany, the second retailer on the list. On a global level, all Apple Stores had a combined revenue of US$16 billion. Under the leadership of Ron Johnson, the former senior Vice President of Retail Operations, the Apple Stores have, according to an article in ''
The New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid d ...
'', been responsible for " urningthe boring computer sales floor into a sleek playroom filled with gadgets". The Apple Stores have also been credited with raising the company's brand equity, with Scott Galloway, Professor of Marketing at
New York University Stern School of Business The New York University Leonard N. Stern School of Business (commonly referred to as NYU Stern, The Stern School of Business, or simply Stern) is the business schools, business school of New York University, a private university, private researc ...
, stating that the Stores are the "temple to the brand which is this unbelievable experience called an Apple Store, and then you have this very mediocre experience called an
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or
Verizon Verizon Communications Inc., commonly known as Verizon, is an American multinational telecommunications conglomerate and a corporate component of the Dow Jones Industrial Average. The company is headquartered at 1095 Avenue of the Americas in ...
connect your phone experience for
Samsung The Samsung Group (or simply Samsung) ( ko, 삼성 ) is a South Korean Multinational corporation, multinational manufacturing Conglomerate (company), conglomerate headquartered in Samsung Town, Seoul, South Korea. It comprises numerous affi ...
and the other Android players". Apple has since re-established ties with major big box retailers like
Best Buy Best Buy Co. Inc. is an American multinational consumer electronics retailer headquartered in Richfield, Minnesota. Originally founded by Richard M. Schulze and James Wheeler in 1966 as an audio specialty store called Sound of Music, it was rebra ...
and Staples. Authorized Apple resellers have a dedicated store-within-a-store section, offering a distinctive Apple-style experience to showcase products. The relationship with Best Buy calls for the company to send Apple Solutions Consultants (ASCs) to train Best Buy employees to be familiar with Apple's product lineup. In an interview with Funke Mediengruppe in May 2021 Deirdre O'Brien commented, "Apple is sticking to its plan to open more stores around the globe in the future."


Influence

Apple Stores have considerably changed the landscape for consumer electronics retailers and influenced other technological companies to follow suit. According to ''
The Globe and Mail ''The Globe and Mail'' is a Newspapers in Canada, Canadian newspaper printed in five cities in Western Canada, western and central Canada. With a weekly readership of approximately 2 million in 2015, it is Canada's most widely read newspaper on ...
'', "Apple’s retail stores have taken traffic, control and profits away from
Verizon Verizon Communications Inc., commonly known as Verizon, is an American multinational telecommunications conglomerate and a corporate component of the Dow Jones Industrial Average. The company is headquartered at 1095 Avenue of the Americas in ...
as well as electronics retailers, such as
Best Buy Best Buy Co. Inc. is an American multinational consumer electronics retailer headquartered in Richfield, Minnesota. Originally founded by Richard M. Schulze and James Wheeler in 1966 as an audio specialty store called Sound of Music, it was rebra ...
, that once looked at wireless phones as a lucrative profit source". ''
CNET ''CNET'' (short for "Computer Network") is an American media website that publishes reviews, news, articles, blogs, podcasts, and videos on technology and consumer electronics globally. ''CNET'' originally produced content for radio and televi ...
'' has reported that the "Apple retail experience hurts Best Buy" and noted, "Buy a MacBook at the Apple Store and it's hard to go back to the Best Buy Windows laptop buying experience". The publication also wrote that "Apple salespeople are generally more knowledgeable, the products themselves are generally higher quality, and the stores are more appealing, aesthetically and practically." In October 2009, reports surfaced that Steve Jobs and his retail team would help "drastically overhaul"
Disney Store The Disney Store is a chain of specialty stores selling only The Walt Disney Company, Disney related items, many of them exclusive, under its own name and Disney Outlet. It was a business unit of Disney Consumer Products with the Disney Parks, Exp ...
s. His involvement was described by ''
The New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid d ...
'' as "particularly notable", given his work on the "highly successful" Apple Stores and his election to Disney's board of directors in 2006. In August 2009, the ''
London Evening Standard The ''Evening Standard'', formerly ''The Standard'' (1827–1904), also known as the ''London Evening Standard'', is a local free daily newspaper in London, England, published Monday to Friday in Tabloid (newspaper format), tabloid format. ...
'' reported that Apple's first store in the United Kingdom, at
Regent Street Regent Street is a major shopping street in the West End of London. It is named after George IV of the United Kingdom, George, the Prince Regent (later George IV) and was laid out under the direction of the architect John Nash (architect), J ...
, was the most profitable shop of its size in London, with the highest sales per square foot, taking in £60 million a year, or £2,000 per square foot. Many other electronics retailers from around the world such as Huawei, Samsung, Xiaomi started to follow the designing trend of Apple Store.


Redesign

In May 2016, Apple significantly redesigned its Union Square Apple Store in downtown
San Francisco San Francisco (; Spanish language, Spanish for "Francis of Assisi, Saint Francis"), officially the City and County of San Francisco, is the commercial, financial, and cultural center of Northern California. The city proper is the List of Ca ...
, adding large glass doors for the entry, open spaces with touch-sensitive tables and shelves for product displays, and rebranded rooms for the store. "The Avenue" is the central location for hardware, as well as for receiving advice from salespersons and "Creative Pros" with specialized knowledge of music, photography, creativity, and apps. The "Genius Bar" becomes the "Genius Grove", a tree-lined area for help and support. "The Forum" features a large video screen and offers game nights, sessions with experts in creative arts, and community events. "The Plaza", while limited to select locations, offers a "park-like" space outside the store featuring free 24/7
Wi-Fi Wi-Fi () is a family of wireless network Communication protocol, protocols, based on the IEEE 802.11 family of standards, which are commonly used for Wireless LAN, local area networking of devices and Internet access, allowing nearby digital d ...
access and will host live concerts on some weekends. Designed by Jony Ive and
Angela Ahrendts Angela Jean Ahrendts, DBE (born June 7, 1960) is an American businesswoman who was previously the senior vice president of retail at Apple Inc. She was the CEO of Burberry from 2006 to 2014. Ahrendts left Burberry to join Apple in 2014. Ahren ...
, the idea was to make Apple Stores into "town squares", in which people come naturally to the store as a gathering place, and to "help foster human experiences that draw people out of their digital bubbles". The new design will be adopted to every store Apple has, and while renovation is undergoing, stores are either relocated or temporarily closed. In April 2017, Apple announced that its "Today at Apple" educational sessions, which launched with its Union Square redesign in 2016 and offer more than 60 free hands-on sessions for creative skills, will also be expanded to all of its stores. Starting May 2018, a Video Wall was added to stores around the world, and upgrade some stores like Apple Palo Alto.


Genius Bar

All Apple Stores feature a Genius Bar, where customers can receive technical advice or set up service and repair for their products. The Genius Bar provides hardware service on products that are not classified vintage or obsolete. However, in most cases the Geniuses will at least attempt to assist customers with older hardware. The Genius Bar at Apple Stores offers same-day service for both
OLED An organic light-emitting diode (OLED or organic LED), also known as organic electroluminescent (organic EL) diode, is a light-emitting diode (LED) in which the emission (electromagnetic radiation), emissive electroluminescence, electroluminesc ...
/
LCD A liquid-crystal display (LCD) is a flat panel display, flat-panel display or other Electro-optic modulator, electronically modulated optical device that uses the light-modulating properties of liquid crystals combined with polarizers. Liqui ...
screen and
lithium-ion battery A lithium-ion or Li-ion battery is a type of rechargeable battery which uses the reversible Redox, reduction of lithium ions to store energy. It is the predominant battery type used in portable consumer electronics and electric vehicles. It als ...
replacement. If the in-house technician needs to send the affected device to an Apple Repair Center, most repaired or replaced iPhones will be returned or ready for pickup in approximately 3 business days. In May 2017, Apple launched a new program called Today at Apple. Customers can come in and receive free training from a Creative in more than 60 different sessions. Topics include basic device knowledge, Apple's professional film, and music editing software, coding for kids, and tools for using Apple products in classroom-based learning. The largest Genius Bar in the world is located in Amsterdam.


Store openings

Apple Store openings and new product releases can draw crowds of hundreds, with some waiting in line as much as a day before the opening. The opening of New York City's Fifth Avenue store in 2006 was highly frequented, and had visitors from Europe who flew in for the event. In June 2017, a newlywed couple took their wedding photos inside the then-recently opened Orchard Road Apple Store in Singapore.


Apple Company Store

In 1993, Apple opened a store at its
Apple Campus The Apple Campus is the former corporate headquarters Corporate headquarters is the part of a corporate structure that deals with important tasks such as strategic planning, corporate communications, taxes, law, books of record, marketing, fi ...
in
Cupertino, California Cupertino ( ) is a city in Santa Clara County, California Santa Clara County, officially the County of Santa Clara, is the sixth-most populous county in the U.S. state of California, with a population of 1,936,259, as of the 2020 United S ...
. At the time, the store was the only place in the world where Apple merchandise could be purchased, including T-shirts, mugs, and pens. In June 2015, the store was closed for renovations, and in September it was reopened, offering a new design and, for the first time, selling iPhones.


Imitations

In July 2011, an American expatriate blogger who lives in the southwestern Chinese city of
Kunming Kunming (; ), also known as Yunnan-Fu, is the capital and largest city of Yunnan province, China. It is the political, economic, communications and cultural centre of the province as well as the seat of the provincial government. The headquar ...
reported on her discovery of what she called "the best ripoff store we had ever seen"—a fake Apple Store, complete with the glass exterior, wood display tables, winding staircase and large promotional posters found in legitimate Apple Stores, and with employees wearing lanyards and the same T-shirts as actual Apple Store employees. ''
The Wall Street Journal ''The Wall Street Journal'' is an American business-focused, international daily newspaper based in New York City, with international editions also available in Chinese and Japanese. The ''Journal'', along with its The Wall Street Journal Asia, ...
'' reported that the store had "gotten widespread international attention for the remarkable lengths to which its proprietors seem to have gone to mimic the look and feel of a real Apple Store." The fake Apple Store was mentioned by U.S. presidential contender
Mitt Romney Willard Mitt Romney (born March 12, 1947) is an American politician, businessman, and lawyer serving as the Seniority in the United States Senate, junior United States Senate, United States senator from Utah since January 2019, succeeding O ...
in the second 2012 election debate. Chinese law prohibits retailers from copying the look and feel of competitors' stores, but enforcement is lax. According to ''The Wall Street Journal'', unauthorized Apple resellers are found throughout China; the blogger's original post noted that two such stores were located within walking distance of the first knockoff, one of them with a misspelled sign reading "Apple Stoer". An employee of the first knockoff confirmed that the store was not one of the 13 authorized Apple resellers in Kunming. In a follow-up report,
Reuters Reuters ( ) is a news agency owned by Thomson Reuters Corporation. It employs around 2,500 journalists and 600 photojournalists in about 200 locations worldwide. Reuters is one of the largest news agencies in the world. The agency was establ ...
indicated that local authorities in Kunming had closed two fake Apple Stores in that city due to lack of official business permits, but allowed three other such stores to stay open, including the one that had attracted international attention. The operators of that store had applied for a reseller license from Apple. At the time of the report, only four legitimate Apple Stores had opened in China, with two in Beijing and two in Shanghai.


See also

* Computerware * Google Store * Microsoft Store


References


External links

{{DEFAULTSORT:Apple Store Apple Inc. services Consumer electronics retailers Consumer electronics retailers in the United States Retail companies based in California American companies established in 2001 Computer-related introductions in 2001 Retail companies established in 2001 2001 establishments in California