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How did a company with no experience in retail become the fastest in U.S. history to reach annual sales of $1 billion during the worst financial crisis in modern times?
How did a company with only four products become the most profitable retailer in history while creating an experience that is now the standard by which all others are measured?
Why did a company that was losing money decide to enter the retail market against the recommendations of every expert and “where the only other retail strategy was going out of business?”
How did Apple entice millions of people to visit their stores and pay full price when all their products are readily available at other retailers and even tax-free online at Amazon.com? Clearly the answer to these questions is that Apple had to think different about retail and make their stores more than just a place people go to buy things.
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