Apple Store (retail)

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Interior of Apple Store in Chicago, Illinois.

Apple Stores are computer-related retail stores owned and operated by Apple Inc.. As of 31 March 2007, Apple has 172 ^[1] stores open, including 153 in the United States, 9 in the United Kingdom, 7 in Japan, and 4 in Canada. On 31 March, Apple opened the first European continental store, in Italy, located in the RomaEst Mall (Rome). January 2007 plans for Apple's first retail store in Sydney, Australia leaked following the DA approval of plans for a 3-story outlet on 367 George St in Sydney's CBD; for which Apple began advertising positions in February. Speculative plans for a second Australian store in Melbourne have since been denied.

[edit] Design and history

Apple Store on Fifth Avenue, New York City. The glass cube, which is the only part of the structure above plaza level, is a mostly empty foyer with a central cylindrical elevator surrounded by a spiral staircase leading to the sales floor below.

Apple Stores feature more or less the entire Apple product line of consumer hardware and software. They are organized into so-called "solution zones" for movies, photos, music, and kids. Selected third-party accessories are also available. Many stores feature a theater for presentations and workshops, and all stores offer free workshops on Apple products. Workshop schedules vary by store and are listed on each store's individual webpage.

The first two Apple Stores opened on 19 May 2001 at the Glendale Galleria in Glendale, California and Tysons Corner Center in McLean, Virginia, respectively. ^[2] While the first stores were inside shopping malls, Apple has designated some stores as "flagship" stores, which are specially-designed stores in major locations.

Flagship stores have opened in New York City (SoHo on 2002-07-18^[2] and Fifth Avenue on 2006-05-19), ^[1] Los Angeles (The Grove) on 2002-07-26,^[2] Chicago (North Michigan Avenue) on 2003-06-27,^[2] San Francisco (Union Square) on 2004-02-28,^[2] Tokyo (Ginza) on 2003-11-30,^[2] Osaka (Shinsaibashi) on 2004-08-28,^[2] and London (Regent Street) on 2004-11-20.^[2] On February 9, 2007 AppleInsider revealed plans for a new flagship store in Melbourne, Australia. The store is strikingly similar to the San Francisco flagship in design, but has a tinted glass crown on top. 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.^[3][4]

Recently, Apple has introduced a new store layout and design, featuring elements first seen at the Fifth Avenue store, such as metallic walls and backlit signage. Another notable aspect of the new store designs is the lack of a dedicated cashwrap (also known as a Point of Sale) station, due to the increased emphasis on the store's portable, handheld EasyPay system.^[5][6]

[edit] Genius Bar

All stores feature a "Genius Bar" at which Apple product owners can discuss technical issues or bring their computers in for service after making an appointment. In the stores' original design, visitors to the Genius Bar were greeted with a bottle of Evian water. Apple dropped this amenity in February 2002.

Most new stores feature a similar station called "The Studio." Featuring 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 stores' theaters. In stores that do not have a Studio, customers can meet with a Creative to receive one-on-one help with their projects via the Personal Training Service which is a part of ProCare.

Additionally, in a measure that makes it easier for both Mac and iPod customers seeking help through the Genius Bar, most new stores also feature an "iPod Bar." First seen at the Ginza, Tokyo, then at the SoHo, New York store, the iPod Bar has become a regular feature at new stores.^[7]

The Genius Bar generally provides software support for Mac OS 9 or later and hardware repairs on products that are not Vintage or Obsolete. However, in many cases the Geniuses will at least attempt to assist customers with older hardware.^[8]

[edit] Store openings

Openings of new stores have turned into a happening among avid Mac users. The events often attract thousands of customers who line up early in the morning or even the night before. Getting in early has its benefits, as every store gives out a free T-shirt to the first 1000 people in the door. Added bonuses include discounts and the so-called "Lucky Bags" for flagship store openings.^[9]

[edit] References

1. ^ ^{a b} http://www.ifoapplestore.com/stores/chronology.html
2. ^ ^{a b c d e f g h} http://www.ifoapplestore.com/stores/chronology_2.html
3. ^ Apple, a Success at Stores, Bets Big on Fifth Avenue. The New York Times (2006-05-19). Retrieved on 2006-05-19.
4. ^ Apple Computer Retail Stores: Gold, Environments. Industrial Designers Society of America (2002). Retrieved on 2006-05-12.
5. ^ Store Redesign Photos. ifo Apple Store (2006-09-22). Retrieved on 2006-10-04.
6. ^ Apple Store's Easy Pay. Adding Understanding blog (2006). Retrieved on 2006-10-04.
7. ^ iPod Bar Japan: Great Service But The Cocktails Need Work. Gizmodo (2005). Retrieved on 2006-10-04.
8. ^ Old School Genius. Tech Today (2005). Retrieved on 2006-10-04.
9. ^ Grand Opening Lucky Bags. ifo Apple Store (November 28, 2005). Retrieved on 2006-05-12.

[edit] External links

Wikimedia Commons has media related to:

Apple Store

• Apple Store official site
• ifo Apple Store — news and information about store openings
• Virtual tour of Fifth Avenue Apple Store