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Many of the early stores had a theatre in the back, with seats, a large screen and great speakers. Apple didn’t want to just build a store - it wanted to build an experience. An Experience, Not a StoreĪpple Retail is unique, without a doubt. While mini-stores allowed the company to move into many more shopping malls, many of these locations have since been renovated into full-sized stores, after traffic overwhelmed the tiny stores. Jobs said that Apple wants, ‘the best buying experience’ for its products, and that most of the resellers weren’t investing enough in their stories (sic) or making other selling improvements. Here’s a tidbit from the Wall Street Journal: In 2004, Apple opened the first of its mini-stores. Jobs stormed off to his office, but returned within an hour in a better mood, having realized that virtually every great project at Apple, “had been shelved and started over.” For example, Johnson said the current iMac design was considered finalized–and then the design was tossed out and the process was restarted, to eventually come up with the current design.Ĭlearly, Apple didn’t just jump into the launch of the Apple Store. After months of work in October 2000, Ron Johnson, the Apple VP in charge of retail, wasn’t convinced it would work, and told his boss: Apple built several full-scale model stores in a warehouse near Apple’s headquarters to test different concepts and looks. Kids could play games on computers that sat on short tables with beanbag chairs.ĭesigning the two stores was no small task, according to this article over at ifoAppleStore, the best source online for information on Apple’s retail stores. Computers sat on minimal tables, with simple lighting.
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The stores were part musuem, part playground. Here’s a video tour of the Tysons Corner Store, given by Jobs himself: The stores were performing so badly that Gateway’s stock rose on the news, according to the newspaper.Īpple learned a lot from their consultants. The first Apple Stores were built around not only Apple’s product line - which was just 4 computers at the time - but also Jobs’ digital hub vision. Its computers will still be sold on Gateway’s Web site and via phone. The stores will close April 9, Gateway says.
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Struggling PC maker Gateway said Thursday that it plans to close all 188 of its retail stores and lay off 2,500 workers. Here’s Michelle Kessler at the USA Today, back in 2004: Gateway’s stores were such a failure it was almost funny, if it wasn’t so damn sad. The only consultants I’ve ever hired in my 10 years is one firm to analyze Gateway’s retail strategy so I would not make some of the same mistakes they made. In 2008, Jobs had this to say on the topic: It is the only time that Apple has hired outside consultants under Steve Jobs. Apple was still bleeding money, and the entire PC industry was still limping after the Tech Bubble Burst. On May 19, 2011, Tysons Corner and Glendale Galleria in Glendale, California, opened to the public.Ģ001 seemed like a crazy time to open a retail chain. Back in 2001, Steve Jobs gave a tour of the Tysons Corner Apple Store in McLean, Virginia. Ten years ago this week Apple opened its first retail store.