Apple Retail Overview Updated June 25, 2019

Apple Retail

Apple operates 506 retail locations across the globe. At the heart of each store is Today at Apple, a series of educational programs designed to inspire and motivate customers to take their passions further.

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957 'Apple Retail' stories

September 2010 - June 2019


Steve Jobs announced Apple’s efforts to create a unified retail experience in 2001, opening the company’s first stores in McLean, VA and Glendale, CA. Apple Stores quickly grew in number, climbing to over 500 in 2018. In recent years, Apple has focused on increasing its retail presence internationally, opening many stores in China, Japan, and Europe.

In 2013, Apple announced that former Burberry CEO Angela Ahrendts would be leading the company’s retail efforts. Apple stores were previously under the leadership of former Target merchandiser Ron Johnson, and shortly by John Browett, a tumultuous time marked by internal controversy.

Under the leadership of Angela Ahrendts and increased design direction from Jony Ive, Apple began rolling out a new retail design experience in 2015. As part of the new direction, the company refers to modern stores as community gathering places. Much of the next-generation Apple retail experience is structured around Today At Apple, a program of creative community events designed to help Apple customers learn about and get the most out of their devices.

In February 2019, Apple announced the departure of Angela Ahrendts and the appointment of longtime leader Deirdre O’Brien as Apple’s SVP of Retail + People.

Apple Retail Stories Yesterday

Apple loves augmented reality. Tim Cook says we won’t be able to imagine our lives without it. New products are designed with hardware specifically tuned for AR experiences. A suite of tools unveiled this year at WWDC was built to make creating ARKit apps easier than ever.

Considering the enthusiasm, it’s surprising that Apple’s online and physical retail store environments have largely stood clear of AR to date. How might Apple augment its shopping experience? Is the current technology appropriate for a retail setting?

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Apple Retail Stories June 20

Sometimes, a change in scenery is all it takes to gain a new perspective. Apple fans in Barcelona today are learning this firsthand as Apple celebrates the grand reopening of its Passeig de Gràcia store following four months of renovation. Changes large and small add up to a new focus on creativity that Apple is sharing with the community.

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Apple Retail Stories June 19

While Apple customers in major metropolitan areas are often in reach of an Apple Store when it comes time to make a device repair appointment, those outside of city centers or regions without Apple Authorized Service Providers are left with few options. To give more customers access to safe and reliable repairs, Apple today announced that it has now expanded its authorized service network to every Best Buy location in the United States.

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Apple Retail Stories June 18

Apple is evolving its in-store shopping experience with signage and display fixtures that remove ambiguity and encourage increased hands-on interaction with products. New designs that have been spotted in multiple locations reflect the changing requirements of busy stores and appear to address common customer needs.

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Apple Retail Stories June 17

Apple Camp is a collection of hands-on sessions offered to kids throughout the summer at Apple Stores. The program is an extension of Today at Apple, providing an outlet for creativity and the opportunity to learn new skills like coding, music, moviemaking, art, and design.

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Apple Retail Stories June 15

Lead image courtesy of Wayne Chen

Apple customers today celebrated the grand opening of Taiwan’s second official Apple Store. Apple Xinyi A13 brings new designs, new ideas, and new opportunities to Taipei. Fans gathered outside the doors and in an overnight queue stretching to Le Méridien Taipei hotel for many hours to be among the first to see what Apple has in store.

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