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The Apple Experience: Secrets to Building Insanely Great Customer Loyalty by Carmine Gallo

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CHAPTER 15

Eliminate the Clutter

Get rid of the crappy stuff and focus on the good stuff.

—Steve Jobs

Walk into an AT&T retail store in North America and you will notice that the stores have an open feel: uncluttered and spacious. Visit a Tesla electric car dealership and you will notice a similar store layout—uncluttered glass windows, simple furniture, interactive displays, and plenty of space to wander. Both brands copied Apple and are proud of it. Steve Jobs would pick up the phone and call AT&T’s head of retail to offer advice on store design, and Tesla’s vice president of sales and the “ownership experience,” George Blankenship, sat four offices from Steve Jobs in Cupertino, California, while he worked in the retail division of Apple. ...

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