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Apple’s retail stores are the most financially successful in the world, generating more than $5,500 per square foot of retail space. But this level of success was not anticipated by anyone back in 2001 when Steve Jobs debuted the first Apple Store, and you may wonder why that was. Well it’s because Apple had tried establishing a retail presence before, but it ended badly. So let’s start off by examining why Apple’s first attempt at retail failed while their second attempt was a wild success.
Back in 1997, Steve Jobs returned to Apple and found the company in terrible shape, including their retail presence. For many years Apple had been establishing store-within-a-store concepts. Where a section of a retail store like Best Buy would be dedicated to Macintosh computers. But there were some fundamental problems with this approach. Most retail store staff had no training or experience with Macs so they often directed customers to PCs instead. Also, the reseller’s profit margin on selling Macs were only around 9% so they weren’t incentivized to recommend them to customers
So with all these problems with the store-within-a-store approach, you might assume that Apple scrapped the idea and began working on their own retail stores. But that wasn’t the case...
2 июн 2018
