Page 255 - The Apple Experience

low-pressure, relaxed setting, they are more likely to feel better—and

different—than in any other retail experience they’ve had in the past.

Just as Apple is not in the business of selling cars, Tesla is not in the

business of selling computers. It’s in the business of teaching people

something new, making them feel good, and putting smiles on their faces.

Now that’s reinventing the car-buying experience!

An internal discussion took place early in the history of the Apple Retail

Store. The original vision was to make Apple the best place to buy a

computer. Jobs and his retail team realized that it was the wrong approach.
Apple, they decided, should be the best place to own a computer. The ability

to interact with devices, to learn, to get help, to get started, and to acquire

knowledge about products and software all enhance the ownership

experience.

Disney Dreams Bigger

An executive who had the task of reinventing the Disney Store turned to

Disney’s largest shareholder, Steve Jobs, for advice. Jobs offered these two

words: dream bigger. No better advice has even been given. “Steve provided

us with inspiration and support. He encouraged us to think big,” said James
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Fielding, president of Disney Stores Worldwide.

Fielding says the old stores lacked excitement for a company that

represents creativity and wonder. It was a serious problem. Fielding says the
new stores “should not just be another place to buy Disney stuff but rather a

physical manifestation of what Disney creates.” By 2016, all of Disney’s

stores will reflect the new concept model. People can buy Disney products at

many retailers, so the Disney Store will become an interactive playground to