Page 226 - The Apple Experience

percent that were gems. “If you go out and ask people what’s wrong with
computers today, they’ll tell you they’re really complicated,” said Steve Jobs
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in 1999 when Apple introduced the iMac. “They [computers] have a zillion

cables coming out of the back, they’re really big and noisy, they’re really ugly,

and they take forever to get on the Internet. We set out to fix those

problems.”

Jobs once said that there is a strong DNA in the Apple culture to make

state-of-the-art technology that people find easy to use. The DNA extends
to the in-store experience. In fact, the stores embody the Apple brand,

mirroring the experience of using Apple products. When the first Apple

Store opened in Tysons Corner, Virginia, Jobs proudly said that Apple’s

entire product line was on display in the first 25 percent of the store space.

There’s only one button on the front of an iPad, making it so simple that a

two-year-old can use it. The same design approach is evident in all of Apple’s

products because Steve Jobs wanted it that way. But when Jobs first applied
the philosophy to the store experience he was met with very public criticism.

Here’s a sample:

 “Sorry, Steve, here’s why Apple Stores won’t work.” —Businessweek
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 “Apple’s problem is it still believes the way to grow is serving caviar in a

world that seems pretty content with cheese and crackers.” —Joseph
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Graziano

 “I give them two years before they’re turning out the lights on a very painful
and expensive mistake.” —David Goldstein
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Ten years later there were 350 Apple Stores with an aggressive roadmap

for international expansion. The average location made an annual per store
revenue of $34 million and made more per square foot than most luxury

retailers. Now you know why Jobs avoided focus groups. He didn’t believe