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Over 7700 people visited Apple’s first two stores in its first weekend alone, eagerly snapping up $599,000 of merchandise and happily loitering in a place completely and totally accepting of the Apple lifestyle.Īttendee reaction to those first stores was notably ecstatic, and the press response (even the non-Apple press) carried with it an unusual tone of feverish excitement, which was typically absent in the slightly dour and jaded era. Johnson’s approach with the Apple Store worked, and it worked well.

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The store would also build up a culture around it through free seminars and community events hosted at the location. What’s more, returning Apple customers would receive free (or inexpensive) service from the Genius Bar in the form of questions answered, parts replaced, or computers repaired.

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All Apple Store visitors would be welcome to experiment with Apple hardware and software in the store. Whereas a product purchase at another retail outlet marked the end of the store’s relationship with the customer, in the Apple Store, the purchase would only be the beginning. Internally, he referred to this concept as the “Apple lifestyle.”

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Johnson recognized that a customer’s relationship with a Mac was a long-term and intimate one, with the Mac serving as both a tool and a companion. Ads focused on what customers could do with their Mac, whether it be to edit a digital movie, burn a CD, or organize their music collection. They could dedicate sections of the store for customers to actually use the products so they could see these different solutions in action.Īt the time, Apple’s marketing angle positioned the Macintosh as the “digital hub” of the home. He wondered how he could fill an entire retail space with only four product categories (which happened to be the iMac, iBook, Power Mac G4, and PowerBook at the time).Īfter a few false starts, he realized that Apple should focus on the overall experience of using the products and, most importantly, the solutions they can provide to the customer. When first tasked with creating an Apple Store experience from scratch, Johnson found himself confronted with a sparse, stripped down Apple product line that had been the victim Steve Jobs’ drastic (but necessary) pruning over the previous four years.

It was Johnson who masterminded Apple’s retail plan. The following year, Apple hired Ron Johnson, a former Target marketing executive who transformed Target from a K-Mart clone into a trendy retail destination for those seeking inexpensive but well-designed housewares. In 1999, Apple added Millard “Mickey” Drexler, President and CEO of The Gap, to its Board of Directors to give the company a touch of seasoned retail experience. When the company decided it needed to expand into retail on its own, Steve Jobs looked to the outside and hired the best experts he could find to help the cause. Rumors of a complex algorithm for selecting store sites persist to this day, but to put it simply, Apple followed the smell of money-and the people that have the most of it.Īround the turn of the century, Apple had been plagued with a decade of bad retail experiences at the hands of others. The Tysons Corner and Glendale Galleria stores may have happened to open first by chance, but like the 23 remaining stores that opened in 2001, their locations were strategically planned ahead of time. Why those two locations? “They were the first two that were ready,” Steve Jobs It held a similar internal configuration of products and layout as the one in Virginia. Glendale Gallerina, a mall in the affluent Los Angeles suburb of Glendale, California. The California store, somewhat ironically designated “store 001” in Apple’s books, opened three hours behind its Virginia cousin due to time zone differences. Tysons Corner had the distinction of being one of the most upscale malls in Fairfax County, then the richest county in the U.S. Tysons Corner Center in McLean, Virginia, a wealthy Washington, D.C. The press liked what they saw, and their reaction had set up the opening day to be a busy one.Īpple placed that particular store with the utmost care in a high-profile, high-traffic location: On that same day, Steve Jobs himself guided select Apple had officially announced its retail initiative only four days before, on May 15.