CHAPTER 12We’re Here to Help You Grow
When we envisioned Apple’s model we said it’s got to connect with Apple. It was easy. Enrich lives. Enriching lives. That’s what Apple has been doing for thirty plus years.
—RON JOHNSON, APPLE SENIOR VICE PRESIDENT, RETAIL OPERATIONS
There are no cashiers at an Apple Store. There are specialists, creatives—even geniuses—but no cashiers. There are no salespeople at an Apple Store, either. There are consultants, concierges, experts, and personal shoppers—but no salespeople. Although the Apple Stores have no commissioned sales staff, they generate more revenue per square foot than most other widely recognized brands. Apple’s famous “glass cube” store on New York’s Fifth Avenue reportedly generates higher sales ...