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Apple Store (retail)

For Apple's online store, see Apple Store (online).
Enlarge picture
Interior of the Apple Store in Chicago.
The Apple Store is a chain of retail stores owned and operated by Apple Inc., dealing in computers and consumer electronics. As of September 2007, Apple has opened 194 [1] stores, including 172 in 36 US states, ten in the United Kingdom, seven in Japan, and four in Canada. Recently, Apple opened its first store in continental Europe, in Rome.

Design and history

Enlarge picture
The entrance of the Apple Store on Fifth Avenue in New York City is a glass cube, housing a cylindrical elevator and a spiral staircase that leads into the subterranean store.
The stores carry Apple computers, software, iPod music players, iPhone cell phones, third-party accessories, and other consumer electronics such as the Apple TV. Many stores feature a theater for presentations and workshops, the Studio for training with Apple products, and all stores offer a Genius Bar for technical support and repairs, as well as free workshops available to the public.

The first two Apple Stores opened on May 19, 2001 in Tysons Corner, Virginia and Glendale, California. [2] It will open its 200th store on October 26, 2007 in Gilbert, Arizona, 2,251 days after opening its Tysons Corner store.[3] Many stores are located inside shopping malls, but Apple has since built several stand-alone "flagship" stores in high-profile locations. Flagship stores have opened in New York City, Los Angeles, Chicago, San Francisco, Tokyo, Osaka, and London. Each flagship store was designed to suit the needs of the location and have a unique style. Apple has received numerous architectural awards for its store designs, particularly its SoHo location.[4][5]

Recently, Apple has introduced a new store layout and design with metallic walls and backlit signage. The new store design lacks a dedicated point of sale station due to increased emphasis on the handheld EasyPay system.[6][7]

The retail store is notoriously "tougher to be hired [at], than [to be] accepted by Stanford University," says Senior Vice President Ron Johnson. During one talk he said Apple hired 978 store employees during 2002 from an applicant pool of 16,438, an 'acceptance rate' of 5.95%.[8]

Genius Bar

Main article: 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 software support for Mac OS 9 or later, and hardware service on products that are not classified vintage or obsolete. However, in many cases the Geniuses will at least attempt to assist customers with older hardware.[9] Originally, visitors to the Genius Bar were offered free Evian water. Apple dropped this amenity in February 2002.

To address increasing numbers of iPod customers at the Genius Bar, some new stores also feature an iPod Bar. First seen at the Ginza store in Tokyo, then at the New York locations, the iPod Bar has become a common feature at newly built stores.[10]

Most new stores feature a station called The Studio, a Genius Bar-like setting where customers can meet with a "Creative" and receive help with projects ranging from organizing a photo album to music composition to film editing. Some of the older stores are being considered to carry a Studio in a future remodel, in some cases replacing the older theaters.

Store openings

Enlarge picture
A flagship store opening in London, on Regent Street (20 November 2004).
Store openings have become special events among avid Mac users. Opening day attracts thousands of customers who line up early in the morning or even the night before. The first one-thousand customers receive a free T-shirt bearing the store's name (1500 in Glasgow's Buchanan Street's case). Other attractions include discounts and the so-called "lucky bags" at flagship store openings.[11]

Locations

The first two Apple Stores opened in the United States in 2001 (see history above). In 2005, Apple expanded its operations into Japan, opening the first store outside of the United States. This was followed by the opening of stores in the United Kingdom, Canada, Italy and soon a store in Australia[12]. Apple is expected to open new stores in many more countries across the world, including France and Germany. There is also a plan to open an Apple Store in Mexico City. Plans for the store opening depend on the construction of an eight story annex for Torre Mayor. If so, it would become the first Apple Store in Ibero-America.[13] Reliance Retail is in talks with Apple to open an Apple Store in India.[14]

Country First store opened Future stores Total open stores
United States19 May 200150 (approx)162
United Kingdom20 November 2004610
Japan30 November 200307
Canada21 May 200544
Italy31 March 200701
Australia—10
Germany2 December 200601
Totals [13] ~60 [13] [15] 185

References

1. ^ [1]
2. ^ [2]
3. ^ [3]
4. ^ Apple, a Success at Stores, Bets Big on Fifth Avenue. The New York Times (2006-05-19). Retrieved on 2006-05-19.
5. ^ Apple Computer Retail Stores: Gold, Environments. Industrial Designers Society of America (2002). Retrieved on 2006-05-12.
6. ^ Store Redesign Photos. ifo Apple Store (2006-09-22). Retrieved on 2006-10-04.
7. ^ Apple Store's Easy Pay. Adding Understanding blog (2006). Retrieved on 2006-10-04.
8. ^ [4]
9. ^ Old School Genius. Tech Today (2005). Retrieved on 2006-10-04.
10. ^ iPod Bar Japan: Great Service But The Cocktails Need Work. Gizmodo (2005). Retrieved on 2006-10-04.
11. ^ Grand Opening Lucky Bags. ifo Apple Store (November 28, 2005). Retrieved on 2006-05-12.
12. ^ Sydney Construction Underway. ifo Apple Store (April 10th,2007). Retrieved on 2007-09-21.
13. ^ ifoAppleStore Chronology. Retrieved on 2007-06-09.
14. ^ India Store. Retrieved on 2007-10-02.
15. ^ ifoAppleStore Chronology 2001-2005. Retrieved on 2007-06-09.

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