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 expanding its retail presence internationally and upgrading existing stores around the Today at Apple experience.
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.