The Apple Store fanatic

Regrettably, I have never been to an Apple Store, only the Apple section of different computer stores. After reading this article in Wired, I think I would like to see one for myself. The amount of planning and detail put into a store is totally amazing. Apple goes through great lengths to make sure that each and every one of their stores are identical; the blueprint of the latest store is identical to that of the store in Chicago as it is to the store in Florida. In this article, Wired portray’s Gary Allen as an Apple Store fanatic. He has made a hobby of attending Apple Store grand openings; attending 5 in the States and just recently attending the grand opening of the first Apple Store outside of the US, in Tokyo, Japan.

Allen also has seen the very precise and detailed blueprint that determines the precise layout of each and every Apple Store. The blueprint, which is so detailed it is initially difficult to decipher, prescribes the exact location of every machine, peripheral, brochure, and even the mouse pads and cables.

“(The stores are) completely standardized,” Allen said. “A store in Florida is exactly the same as a store in Chicago.”
Likewise, the new Tokyo store is indistinguishable from a store in the United States, Allen said. It features all the familiar elements, like a Genius Bar, where resident experts dispense help and advice, and a theater for talks and presentations. Allen said he was surprised to see it is almost entirely in English, with the exception of a few brochures.

“Apple feels they have a very, very strong brand … and to do anything with brand would dilute it,” he said. “Even in Japan, they want to give (customers) the total Apple brand experience.”

Apple has created the Apple Store to be a sort of Barnes & Noble for the Mac community. Other interesting facts are in the article. It is definitely an enjoyable read.

Source: Wired Magazine