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Retail store chain for Apple products

Apple tree Shop
Type Subsidiary
Industry
  • Computer hardware
  • Estimator software
  • Consumer electronics
  • Distribution
Founded May 19, 2001; 20 years ago  (2001-05-xix)
Tysons, Virginia, U.S.
Founder Steve Jobs
Headquarters

Cupertino, California, U.S.

Number of locations

 517 locations[1]
(272 U.s./245 overseas)

Fundamental people
  • Tim Cook (CEO)
  • Deirdre O'Brien (SVP: Retail + People)
Products
  • Mac
  • iPhone
  • iPad
  • Apple Watch
  • Apple tree Television receiver
  • Apple & third-party software and accessories
Parent Apple Inc.
Website www.apple.com/retail

The Apple tree Store is a chain of retail stores owned and operated by Apple Inc. The stores sell diverse Apple products, including Mac personal computers, iPhone smartphones, iPad tablet computers, Apple tree Lookout smartwatches, Apple Boob tube digital media players, software, and both Apple-branded and selected third-political party accessories.

The first Apple Stores were originally opened every bit two locations in May 2001 by then-CEO Steve Jobs, after years of attempting but failing store-within-a-shop concepts. Seeing a need for improved retail presentation of the company's products, he began an endeavour 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 shop in 1997 and opened the starting time two concrete stores in 2001. The media initially speculated that Apple would fail, but its stores were highly successful, by passing the sales numbers of competing for nearby stores and within iii years reached The states$ane billion in annual sales, becoming the fastest retailer in history to do and so. Over the years, Apple has expanded the number of retail locations and its geographical coverage, with 517 stores across 25 countries worldwide. [2] [iii] [4] 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, Apple'southward and then-Senior Vice President of retail, unveiled a significantly redesigned Apple Store in Union Foursquare, San Francisco, 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 brand Apple Stores into "town squares", a place where people naturally meet up and spend time. The new blueprint volition be practical to all Apple Stores worldwide, a process that has seen stores temporarily relocate or shut.

Many Apple Stores are located inside shopping malls, just Apple has built several stand-alone flagship stores in high-profile locations. Information technology has been granted design patents and received architectural awards for its stores' designs and construction, specifically for its employ of glass staircases and cubes. The success of Apple Stores has had significant influence over other consumer electronics retailers, who accept lost traffic, control and profits due to perceived college quality of service and products at Apple Stores. Apple's notable brand loyalty among consumers causes long lines of hundreds of people at new Apple tree Shop openings or production releases. Due to the popularity of the brand, Apple receives many job applications, many of which come from young workers. Apple Shop employees receive to a higher place-average pay, are offered coin toward education and wellness care, and receive product discounts; however, there are express or no paths of career advancement. A May 2016 report with an anonymous retail employee highlighted a hostile work environment with harassment from customers, intense internal criticism, and a lack of meaning bonuses for securing major business organisation contracts.

Overview [edit]

Many Apple tree Stores are located inside shopping malls, but Apple has several stand-alone flagship stores in high-profile locations, such as the ane located in Grand Cardinal Final in New York City.[five] Several multi-level stores characteristic drinking glass staircases,[6] [seven] [8] and some as well drinking glass bridges.[9] The New York Times wrote in 2011 that these features were part of then-CEO Steve Jobs' extensive attention to item,[ten] and Apple received a design patent in 2002 for its glass staircase design.[xi] [12] [13] 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 business firm Foster + Partners in designing its newer stores, besides as its corporate Apple Park campus.[14]

Apple has received numerous architectural awards for its store designs,[xv] [sixteen] and its "iconic" glass cube, designed in part by Peter Bohlin,[17] [xviii] at Apple's Fifth Avenue store in New York City, received a separate design patent in 2014.[19] [xx] [21]

Ron Johnson held the position of Senior Vice President of Retail Operations from 2001 until November 1, 2011.[22] [23] 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, who has a groundwork in supply chain management.[24] In Jan 2012, Apple transferred retail leadership to John Browett.[25] However, after attempts to cut costs, including reducing new hires and limiting staff hours, he was fired later six months, later telling a conference that he "just didn't fit with the way they ran the business".[26] [27] In October 2013, Apple hired Angela Ahrendts from Burberry.[28] [29] [30] 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 effectually the globe in the future, as reported by Bloomberg.[31]

Work environs [edit]

Due to the popularity of the brand, applicants for jobs at Apple Stores are numerous, with many young workers applying.[32] The stride of work is high due to the popularity of the iPhone and iPad.[32] Employees typically piece of work for merely a few years as career prospects are express with no path of advancement other than limited retail management slots.[32] Apple Store employees make above-average pay for retail employees and are offered benefits including 401(k) plans, product discounts, and reduced price on stock.[32] The retention rate for the technicians who staff the Genius Bar is more 90%.[32] [33]

A May 2016 Business Insider article features a lengthy interview with an bearding Apple tree Shop retail worker in the United Kingdom, where the employee highlighted meaning 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 meaning bonus if a worker manages to secure a business contract worth "hundreds of thousands", a lack of promotion opportunities, and are paid then little that many workers are unable to buy products themselves fifty-fifty with a "generous" disbelieve on any Apple product or Apple tree stock.[34]

Countries and regions [edit]

Egypt

 >l stores

 21–50 stores

 xi–20 stores

 6–10 stores

 2–5 stores

 ane shop

 Nether structure/planned stores

# Country / Region Date of outset shop First shop location Number of stores Reference
1 Usa May 19, 2001 Tysons Corner Eye, Tysons Corner, Virginia 272 [35]
2 Nippon November 30, 2003 Ginza, Tokyo 10 [36]
3 Great britain November 20, 2004 Regent Street, London 38 [37]
four Canada May 21, 2005 Yorkdale Shopping Center, Toronto 28 [38]
5 Italy March 31, 2007 Centro Commerciale Roma Est, Rome 17 [39]
6 Commonwealth of australia June 19, 2008 George Street, Sydney 22 [forty]
7 China July 19, 2008 Sanlitun, Beijing 43 [41]
8 Switzerland September 25, 2008 Rue de Rive, Geneva 4 [42]
ix Deutschland December 6, 2008 1 Rosenstrasse, Munich, Bavaria xvi [43]
10 France November 7, 2009 Carrousel du Louvre, Paris 20 [44]
xi Spain September four, 2010 La Maquinista, Barcelona 11 [45]
12 Hong Kong September 24, 2011 ifc Mall six [46]
13 Netherlands March iii, 2012 Hirschbuilding, Leidseplein, Amsterdam 3 [47]
14 Sweden September 15, 2012 Täby Centrum, Stockholm 3 [48]
15 Brazil Feb xv, 2014 VillageMall, Barra da Tijuca, Rio de Janeiro 2 [49]
xvi Turkey April 5, 2014 Zorlu Center, Istanbul iii [49]
17 Belgium September 19, 2015 Avenue de la Toison d'Or, Brussels 1 [50]
18 United Arab Emirates Oct 29, 2015 Mall of the Emirates, Dubai;
Yas Mall, Abu Dhabi 		four [51]
xix Macau June 25, 2016 Galaxy Macau 2 [52]
20 United mexican states September 24, 2016 Centro Santa Atomic number 26, Santa Atomic number 26, Mexico City 2 [53]
21 Singapore May 27, 2017 Orchard Road 3 [54]
22 Taiwan July ane, 2017 Taipei 101, Taipei 2 [55]
23 South korea January 27, 2018 Garosu-gil, Seoul 2 [56]
24 Republic of austria February 24, 2018 Kärntner Straße, Vienna ane [57]
25 Thailand November 10, 2018 Iconsiam, Bangkok ii [58]

History [edit]

A spiral staircase within the Apple Store in Boston

Third-party retail [edit]

Steve Jobs, co-founder of Apple tree, returned to the company as acting CEO in 1997. According to his biographer Walter Isaacson, Jobs began a concerted entrada to aid sales by improving the retail presentation of Macintosh computers. Fifty-fifty with new products launched nether his watch, similar the iMac and the PowerBook G3 and an online store, Apple still relied heavily on big-box computer and electronics stores for most of its sales. At that place, 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.[59] [60] 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 turn a profit motive to convert customers interested in buying a Mac into the owners of a new, cheaply assembled, house brand PC".[61]

Tim Cook, who joined Apple in 1998 as Senior Vice President for Worldwide Operations, appear the company would "cut some channel partners that may not be providing the buying experience [Apple tree expects]. We're not happy with everybody." Jobs severed Apple tree'due south ties with every big box retailer, including Sears, Montgomery Ward, Best Buy, Circuit City, Reckoner 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 bulk of these were cuts made by Apple itself. Jobs proclaimed that Apple tree would be targeting Dell as a competitor, with Cook's mandate to friction match or exceed Dell'southward lean inventories and streamlined supply concatenation. Jobs made an open up statement to Michael Dell, "with our new products and our new store and our new build-to-social club, nosotros're coming afterward you, buddy." While Dell had operated as direct mail service lodge and online order company, having pulled out of retailers to realize greater profit margins and efficiency, Apple had direct orders with sales handled past its channel partners, other mail service guild resellers, independent dealerships, and the new relationship with CompUSA to build "stores within a shop".[61]

Jobs did a study for stand-lone "store inside a shop" for 34 sites in Japan. These sites were designed by Eight Inc. and CEO Tim Kobe[62] who was designing the Apple MacWorld and production launch events with Apple tree. CompUSA was ane of the few retailers that kept its Apple tree contract by agreeing to prefer Apple'south "store within a store" concept designed by 8 Inc. This required that approximately 15% of each CompUSA store would exist ready aside for Mac hardware and software (including non-Apple products) and would play host to a part-time Apple salesperson. However, the "shop within a store" arroyo did not come across expectations, in office considering the Apple tree section was in the everyman-traffic area of CompUSA stores. CompUSA president Jim Halpin, who proclaimed that he would brand Apple products his acme priority, was forced to resign a twelvemonth afterwards. Also, CompUSA had trouble finding well-trained staff, every bit most store clerks usually steered customers away from Macs and towards Windows PCs. Through these setbacks, CompUSA sales of Macs had increased. Apple tree and so added Best Buy as a second authorized reseller.[63] Challenges still remained, as resellers' profit margins on selling Macs was only effectually 9%, and selling Macs was but worthwhile if ongoing service and support contracts were provided, of which retailer experiences were inconsistent.[64]

Online store [edit]

In 1997, the twelvemonth Steve Jobs returned to Apple, Dell founder and CEO Michael Dell were asked how he would gear up Apple tree. Dell responded: "I'd shut information technology downwardly and give the money dorsum to the shareholders". This angered Jobs, due to Dell's success with its online store originally built by NeXT, 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 improve than Dell's. On November ten, 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 later you lot, buddy."[65]

In August 2015, Apple revamped the online storefront, removing the defended "Store" tab and making the entire website a retail feel.[66] [67]

Origins [edit]

Jobs believed the Apple tree retail programme needed to fundamentally change the relationship to the customer, and provide more than control over the presentation of Apple tree products and the Apple tree brand message. Jobs recognized the limitations of third-political party retailing and began investigating options to alter the model.[5]

In 1999, Jobs personally recruited Millard Drexler, quondam CEO of Gap Inc., to serve on Apple's board of directors.[5] [68] [69] In 2000, Jobs hired Ron Johnson from Target. The retail and development teams headed past Allen Moyer from The Walt Disney Company then began a series of mock-ups for the Apple Store within a warehouse near the company's Cupertino headquarters.[5]

On May fifteen, 2001, Jobs hosted a press event at Apple's showtime store, located at the Tysons Corner Center mall in Tysons, Virginia near Washington, D.C.[70] The store officially opened on May 19, along with another store in Glendale Galleria in Glendale, California.[70] [5] [71] More than than seven,700 people visited Apple tree's first two stores in the opening weekend, spending a full of United states$599,000.[72]

Expansion [edit]

Several publications and analysts predicted the failure of Apple Stores. Still, the Apple retail program established its merits, bypassing the sales-per-square-foot measurement of competing nearby stores, and in 2004 reached $i billion in annual sales, the fastest of whatsoever retailer in history. Sales continued to grow, reaching $1 billion a quarter by 2006. So-CEO Steve Jobs said that "People haven't been willing to invest this much time and money or engineering in a store before", adding that "Information technology'south not important if the client knows that. They just feel it. They experience something's a little different."[73] In 2011, Apple Stores in the The states had an average revenue of $473,000 for each employee.[32] According to research firm RetailSails, the Apple Shop chain ranked starting time among U.Southward. retailers in terms of sales per unit of measurement area in 2011, near doubling Tiffany, the 2d retailer on the list.[32] On a global level, all Apple Stores had a combined revenue of US$16 billion.[32] Under the leadership of Ron Johnson, the quondam senior Vice President of Retail Operations, the Apple Stores have, according to an article in The New York Times, been responsible for "[turning] the deadening calculator sales flooring into a sleek playroom filled with gadgets".[74] The Apple Stores have also been credited with raising the visitor's brand disinterestedness, with Scott Galloway, Professor of Marketing at New York University Stern School of Business, stating that the Stores are the "temple to the brand which is this unbelievable experience called an Apple Store, and so you have this very mediocre experience called an AT&T or Verizon connect your phone experience for Samsung and the other Android players".[75]

Apple has since re-established ties with major big box retailers like Best Buy and Staples.[76] Authorized Apple resellers have a dedicated store-within-a-store department, offering a distinctive Apple tree-style experience to showcase products.[77] The relationship with Best Buy calls for the company to send Apple tree Solutions Consultants (ASCs) to train Best Buy employees to be familiar with Apple'south product lineup.[60] [78]

In an interview with Funke Mediengruppe in May 2021 Deirdre O'Brien commented, "Apple tree is sticking to its programme to open more stores effectually the world in the future."[31]

Influence [edit]

Apple Stores have considerably changed the landscape for consumer electronics retailers and influenced other technological companies to follow accommodate. According to The Globe and Mail, "Apple'due south retail stores have taken traffic, command and profits away from Verizon as well as electronics retailers, such as Best Buy, that once looked at wireless phones as a lucrative profit source".[79] CNET has reported that the "Apple retail experience hurts Best Buy" and noted, "Buy a MacBook at the Apple tree Shop and it'south hard to get back to the Best Purchase Windows laptop ownership experience". The publication also wrote that "Apple tree salespeople are by and large more knowledgeable, the products themselves are generally higher quality, and the stores are more than appealing, aesthetically and practically."[fourscore]

In Oct 2009, reports surfaced that Steve Jobs and his retail team would aid "drastically overhaul" Disney Stores. His involvement was described by The New York Times every bit "particularly notable", given his piece of work on the "highly successful" Apple Stores and his election to Disney's board of directors in 2006.[81] [82]

In August 2009, the London Evening Standard reported that Apple'southward commencement store in the Britain, at Regent Street, was the most assisting shop of its size in London, with the highest sales per square pes, taking in £60 million a year, or £2,000 per square foot.[83]

Many other electronics retailers from around the world such as Huawei, Samsung, Xiaomi started to follow the designing trend of Apple Store.[ citation needed ]

Redesign [edit]

In May 2016, Apple tree significantly redesigned its Union Square Apple Store in downtown San Francisco, adding big 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 key location for hardware, likewise equally 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 assistance 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/vii Wi-Fi access and volition host alive concerts on some weekends.[84] [85] Designed by Jony Ive and Angela Ahrendts, the idea was to brand Apple Stores into "town squares", in which people come naturally to the store as a gathering place,[86] and to "assist foster human experiences that draw people out of their digital bubbling".[87] The new design volition be adopted to every shop Apple has,[88] and while renovation is undergoing, stores are either relocated[89] or temporarily airtight.[xc]

In April 2017, Apple tree announced that its "Today at Apple" educational sessions, which launched with its Union Square redesign in 2016 and offer more than lx costless easily-on sessions for creative skills, volition also be expanded to all of its stores.[91] [92]

Starting May 2018, a Video Wall was added to stores around the world, and upgrade some stores like Apple Palo Alto.[93]

Genius Bar [edit]

The Genius Bar at Apple Store Regent Street, London

All Apple tree 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 non classified vintage or obsolete.[94] However, in most cases the Geniuses will at to the lowest degree attempt to assistance customers with older hardware.[95]

In May 2017, Apple launched a new programme called Today At Apple. Customers can come in and receive free training from a Artistic in more than than 60 unlike sessions. Topics include basic device knowledge, Apple's professional film, and music editing software, coding for kids, and tools for using Apple tree products in classroom-based learning.[96]

The largest Genius Bar in the globe is located in Amsterdam.[97]

Store openings [edit]

Apple Store openings and new product releases tin describe crowds of hundreds, with some waiting in line as much every bit a day earlier the opening.[98] [99] [100] [101] The opening of New York City'south Fifth Avenue store in 2006 was highly frequented, and had visitors from Europe who flew in for the outcome.[102] In June 2017, a newlywed couple took their wedding photos inside the then-recently opened Orchard Route Apple Store in Singapore.[103] [104]

Apple Visitor Store [edit]

In 1993, Apple opened a shop at its Apple Campus in Cupertino, California. At the time, the store was the only identify in the world where Apple tree merchandise could be purchased, including T-shirts, mugs, and pens.[105] In June 2015, the store was closed for renovations,[106] and in September it was reopened, offering a new design and, for the first time, selling iPhones.[107] [105] [108]

Imitations [edit]

In July 2011, an American departer blogger who lives in the southwestern Chinese city of Kunming reported on her discovery of what she chosen "the best ripoff store we had ever seen"—a imitation Apple Shop, complete with the glass outside, wood brandish tables, winding staircase and large promotional posters plant in legitimate Apple Stores, and with employees wearing lanyards and the same T-shirts every bit actual Apple tree Store employees.[109] The Wall Street Periodical 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 experience of a existent Apple tree Store."[110] The simulated Apple Store was mentioned by U.Due south. presidential contender Mitt Romney in the second 2012 election debate.[111] Chinese law prohibits retailers from copying the look and feel of competitors' stores, but enforcement is lax.[112]

According to The Wall Street Journal, unauthorized Apple tree resellers are plant throughout Red 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".[110] An employee of the first knockoff confirmed that the store was not ane of the 13[112] authorized Apple resellers in Kunming.[109] [110] In a follow-upwards written report, Reuters indicated that local government in Kunming had airtight ii fake Apple Stores in that city due to lack of official business organisation permits, but immune three other such stores to stay open up, including the one that had attracted international attention. The operators of that store had applied for a reseller license from Apple.[112] At the time of the report, just four legitimate Apple Stores had opened in Cathay, with two in Beijing and two in Shanghai.[110]

Run across also [edit]

  • Computerware
  • Google Store
  • Microsoft Shop
  • Industry5.svg Companies portal

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