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Apple Store: Ron Johnson waxes poetic about his creation

27 November 2012 5,345 views One Comment

Steve Jobs got crap for speaking about Apple, its people and products, as something more. Now try the Apple Store as an existential retail experience…

Steve Jobs, Jonny Ive, Phil Schiller and, in this case, Ron Johnson get crap for speaking about the company, it people and products, as something more. That’s what we have here (video below) about the Apple Store — retail as an existential experience.

“Most retailers view their space as the square footage they rent,” says Senior Vice President of Retail Ron Johnson, who has since moved to J.C. Penny. “We view the space as the environment we inhabit.”

Of course, the proof lies not in the abstract beauty of the company’s retail spaces or hushed reverence some customers have for these temples of capitalism — Apple Stores generate more dollars per square foot than any other retailer, including luxury good seller Tiffany’s.

Hate Apple, hate their products, people and stores if you must, but you’ve gotta respect the results.

That said, some day Apple will fall from grace. For now, at least, Apple, its world beating products and, yes, the Apple Stores really are something special and, dare we say it, magical…

What’s your take?

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