Apple Store – The Woodwork

My father often calls Apple Store, “the Apple company”, so it with some amusement that I read MacRumors’s rare case of good reporting where they show a lot of evidence that Apple is in the process of dropping the “store” moniker from their Apple Store locations.

The next day, John Gruber linked to it and added:

The “Store” branding only made sense when the concept was novel. Now that Apple’s stores are well established, it makes sense to drop the “Store”. Think about the brands that are Apple’s peers in retail. No one goes to the Tiffany Store or Gucci Store, they just go to Tiffany or Gucci.

This is a classic example of taking good reporting and diminishing it with thoughtless punditry and fanboyism—it must be a good move because Apple did it. In the end, the reader is left worse off than if the link was provided without comment.

Continue reading some critical thinking about the meaning of “Stores” in stores after the jump

You may have forgotten by now, but the first lines outside Apple Store were for the openings…

My graduate school friend, Dave, called me that morning and mentioned that an Apple Store was opening up in the area and we should check it out. We casually showed up just before noon and were totally blown away by the lines.

The line for Apple Store
Apple Store, Palo Alto, California

Olympus C-2500L
(3 exposures, 1/200-1/400sec, f/2.9), iso100, 11.8mm (47mm)

I took this photo nine years ago today (October 6, 2001) outside Apple Store Palo Alto. It was the ninth Apple Store opening, and the first street-level Apple Store.

The sign reads: “5 down, 95 to go.” It is a reference to the fact that Apple has only 5% market share and the retail store concept was trying to reach the other 95%.

Apple modeled the store after the Gap. The anticipation buildup was stolen from the first lines for Microsoft Windows 95 six years earlier. Apple’s nearest competitor, Gateway Country Stores failed three years later in 2004. Microsoft would copy this idea eight years later in 2009—with impending failure?

I’d say the retail store idea worked better than Apple could have ever imagined.

…

Discouraged by the lines that morning, we had lunch across the street at Pluto’s. When we finished, there was no line and we walked right in. They still had some free t-shirts when we left.

That was a good day.

…

Update: Apple and Microsoft go head-to-head with Microsoft’s fifth store-to-be.

The Woodwork

You tell that other boy, not to touch the woodwork

The Woodwork

Tag: Apple Store

What “Store” means