“The initial shop-in-shop concepts were very much based on the language we developed for the launch of the colored iMacs at Macworld,” says Mark Little, Former Principal at Eight Inc. The Apple Marketing Communications team brought in Eight Inc. But Apple was transforming and emerging with a new aesthetic driven by the clean lines and bright colors of the iMac G3 and iBook. The first Apple store within a store designs were firmly planted in the 90s, with six-color Apple logos and text-heavy displays. “Steve didn’t like it, and he told me so with ‘colorful’ language.” Michael’s involvement with Apple began when he was a Partner at Eight Inc., the creative collective Apple hired to design environments for events like Macworld Expo. “It was a baby step into retail, but one that was NOT universally supported in the company,” says Michael Dolan, Founder and Principal of Standard Studio. Steve Jobs gave a tour of the first location using QuickTime VR: Macworld San Francisco - January 6, 1998 Fifty-four more locations were added by Thanksgiving that year, and the rest of the stores were completed in early 1998. The first CompUSA Apple store within a store was installed in Pleasanton, California in late 1997. Alongside the new Apple Online Store, carving out a dedicated space inside every CompUSA with Apple-trained employees was part of Apple’s plan to right the ship. A poor buying experience was driving customers to Windows PCs. He was explaining the thinking behind a recently announced partnership between Apple and electronics retailer CompUSA that would put an Apple “store within a store” inside every CompUSA Superstore.įor years, Macs had languished on the shelves of resellers, overlooked and unkept by salespeople without Apple expertise. “I’ve gotten over 1,000 emails by people telling me how bad the buying experience has been at some of these big national resellers,” Steve Jobs told an audience at Cupertino’s Flint Center on November 10, 1997. Revisit the world’s first Apple Store as it appeared 20 years ago with augmented reality.20 years of Apple Stores: The enduring art of celebration.Read more feature stories and special content at the links below. □ This is the final installation in a four-part series celebrating twenty years of Apple Stores. That desire to improve the customer shopping experience ultimately led to the Apple Store you love today. Nearly four years earlier, Apple began a program to reimagine how Macs were sold. When the first Apple Stores opened their doors twenty years ago this week, it wasn’t Apple’s first step into brick and mortar retail.
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