Apple opened its first retail stores on May 19, 2001 - one in Virginia and the other in California. In the Steve Jobs biography, author Walter Isaacson wrote how Jobs had wanted Apple to have its own stores so that their iMacs didn’t have to “sit on a shelf between a Dell and a Compaq while an uninformed clerk recited the specs of each”. Despite initial criticisms and comparisons to Gateway’s failed retail stores, Apple Stores not only continue to exist today, but are regarded as one of Apple’s greatest innovations - one that now contributes to more than 10% of Apple’s revenue.
“Unless we could find ways to get our message to customers at the store, we were screwed.” - Steve Jobs
I’ve previously written about the coverage of Apple’s entertainment services in international markets (including how they compare to Google, Microsoft and Amazon), so I was similarly intrigued by how Apple’s stores have expanded into countries outside the US. Whilst researching all this, I came across other questions such as whether Apple had a particular preference for when they opened new stores and how the expansion of their retail network would affect visitors and profits. What I have found isn’t particularly groundbreaking, but there are certainly some trends and fascinating tidbits that I’ve come across, all of which is detailed below the break.
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