Apple: The Apple retail strategy

5 The Apple retail strategy

In 2001 Steve Jobs announced that were going to open the first store directly owned
and operated by Apple and dedicated exclusively to Mac computer and related
product. This decision raised many perplexities, because at the time most
manufacturer were shutting down their retail operations and focusing on products
(especially Gateway had a very bad and expensive experience in the retail sector).
Apple thought it was the right thing to do essentially for 3 reasons:

a)Growth;
b)Convey the value;
c)Establish gold standard for Apple buying experience;