Page 251 - The Apple Experience

A few days prior to the first store opening in 2001, Apple placed an ad in
national newspapers. The headline read, “5 down. 95 to go.” The text of the

ad explains the headline and explains how Apple intended to reimagine the

retail experience.

Apple currently has 5 percent market share in personal
computers. This means that out of one hundred computer

users, five of them use Macs. While that may not sound like a
lot, it is actually higher than both BMW’s and Mercedes-

Benz’s share of the automotive market. And it equals 25
million customers around the world using Macs. But that’s not

enough for us. We want to convince the other 95 people that
Macintosh offers a much simpler, richer, and human-centric

computing experience. And we believe the best way to do this
is to open stores right in their neighborhoods. Stores that let

people experience firsthand what it’s like to make a movie on a

Mac. Or burn a CD with their favorite music. Or take pictures
with a digital camera and publish them on their personal

website. Or select from over 300 software titles, including some
of the best educational titles for kids. Or talk to a Macintosh

Genius at our Genius Bar. Because if only 5 of those remaining
95 people switch to Macs, we’ll double our market share and,

more importantly, earn the chance to delight another 25

million customers. Here we go …
3
Apple did succeed in doubling its market share and in the process built a

store that inspires retailers to elevate the customer experience. “He [Jobs]
didn’t ask, ‘How do we build a phone that can achieve a 2 percent market

share?’ He asked, ‘How do we reinvent the telephone?’ ” said Ron Johnson.
4
“In the same way, retailers shouldn’t be asking, ‘How do we create a store