Today in Apple History: Debut of Apple Computer Stores

May 15, 2001: On this day, Steve Jobs unveiled an ambitious plan to open 25 innovative Apple Stores in the US.

The first two Apple stores will open later this week. In Apple’s innovation initiative, the new stores were not just outlets, but a radical reimagining of computer retail that would change the world of shopping.

Own shopping concept

Since the 90s, Cupertino has been constantly trying to find ways to improve cooperation with retail chains.

In 1996, after his return to Apple, Jobs launched two initiatives: the establishment of the Apple Online Store and outposts at CompUSA stores throughout the United States, where trained employees helped customers experience Apple products.

This store-within-a-shop concept gave Apple much more control over how its products are laid out and shown to consumers. However, these departments did not always have a good location and good traffic of visitors.

Perfect Apple Store

For retail, Jobs proposed upscale stores with unusual designs and merchandise layouts, which opened in 2001.

With a new focus on stylish design, the iMac G3 and iBook models looked especially exotic compared to what you would see on typical computer networks. The Apple Stores seemed to be high-end computer fashion boutiques, showcasing relatively few products to attract customers.

In addition, the ideal concept was created to increase customer engagement – the Genius Bar, a kind of product showroom with Internet-connected computers where customers could just hang out, check their email or their favorite websites.

It was a complete reimagining of what a computer store could and should be. Since then, the experiment with the Apple Store, which began in May 2001, has not stopped.