The apple experience pdf

This article is about Apple’the apple experience pdf retail chain. For the store in London founded by The Beatles, see Apple Boutique.


Apple Store is a chain of retail stores owned and operated by Apple Inc. The first Apple Stores were originally opened as two locations in May 2001 by then-CEO Steve Jobs, after years of attempting but failing store-within-a-store concepts. Seeing a need for improved retail presentation of the company’s products, he began an effort in 1997 to revamp the retail program to get an improved relationship to consumers, and hired Ron Johnson in 2000.

Jobs relaunched Apple’s online store in 1997, and opened the first two physical stores in 2001. 1┬ábillion in annual sales, becoming the fastest retailer in history to do so. Over the years, Apple has expanded the number of retail locations and its geographical coverage, with 500┬ástores across 22┬ácountries worldwide as of December 2017. In May 2016, Angela Ahrendts, Apple’s current Senior Vice President of Retail, unveiled a significantly redesigned Apple Store in Union Square, San Francisco, featuring large glass doors for the entry, open spaces, and rebranded rooms.

Ahrendts commenting that the goal is to make Apple Stores into “town squares”, a place where people naturally meet up and spend time. The new design will be applied to all Apple Stores worldwide, a process that has seen stores temporarily relocate or close. Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone “flagship” stores in high-profile locations.

It has been granted design patents and received architectural awards for its stores’ designs and construction, specifically for its use of glass staircases and cubes. The success of Apple Stores have had significant influence over other consumer electronics retailers, who have lost traffic, control and profits due to a perceived higher 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 Store openings or product releases. Due to the popularity of the brand, Apple receives a large number of job applications, many of which come from young workers. Although Apple Store employees receive above-average pay, are offered money toward education and health care, and receive product discounts, there are limited 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 significant bonuses for securing major business contracts. Apple’s flagship Fifth Avenue store in New York City. Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone “flagship” stores in high-profile locations.

Several multi-level stores feature glass staircases, and some also glass bridges. The New York Times wrote in 2011 that these features were part of then-CEO Steve Jobs’ extensive attention to detail, and Apple received a design patent in 2002 for its glass staircase design.

Partners in designing its newer stores, as well as its corporate Apple Park campus. Apple has received numerous architectural awards for its store designs, and its “iconic” glass cube, designed in part by Peter Bohlin, at Apple’s Fifth Avenue store in New York City, received a separate design patent in 2014. Ron Johnson held the position of Senior Vice President of Retail Operations from 2001 until November 1, 2011. 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 background in supply chain management.

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