Take a rare look behind-the-scenes at an Apple Retail Store

“They came for new iPads. Others for a date with a Genius. Some were wide-eyed first-timers, many were well-known regulars,” Michael B. Farrell reports for The Boston Globe.

“Hundreds of people coursed through the Apple Store on Boylston Street on March 17 – one day after the computer-maker released its latest tablet – in a buzz of consumer euphoria that has helped the company create one of the world’s most profitable retail empires, which hit $14 billion in sales last year,” Farrell reports. “The Globe was given a rare inside look into how the Apple Store works, and how some of its 36,000 employees spread across 363 stores worldwide are helping to change shopping much as the iPod altered how people listen to music. The company’s stores have become more than just places to get gadgets. They’re destinations to meet like-minded techies, or pick the brains of Apple experts.”

Farrell reports, “They’re part library, part community center, part coffee shop (without the coffee), and occasionally a concert hall for Mac-loving musicians. The Boylston Street store even hosted a fashion show recently. And experts say this blend of commercialism and community is influencing everything from the Disney Store to AT&T retail outlets.”

Read more in the full article here.

[Thanks to MacDailyNews Reader “Rick Paula” for the heads up.]

11 Comments

    1. It seems to me that it is an ‘infomercial’ for all the people (believe me, there are) who do not really know what apple is and have no clue what weird (in their eyes) nihilistic shop it is that hides behind a huge glass front, with lots of people in blue shirts inside and even more ordinary dressed people who are doing nothing to the eye of the weary beholder. Once you figured out that, like all readers here, yes it is a lot of emptiness, rare emptiness even, in this article.

  1. The actual title of the article is simply “Apple has made itself a retailing star”. I agree, MDN’s title definitely doesn’t apply – there’s nothing “behind the scenes” here at all.

    1. Exactly! Last time I visited the Genius Bar, the tech had to take my MBP to the “back room”. As he swung open the door, it seemed like a chaotic beehive back there.

    1. As much as I love coffee and drink way more than most, an Apple store is the last place I want barista’s churning out espressos. Coffee plus jostling crowds, iPad/iTouch/Laptop/keyboard surfaces, coffee stains/drips on working area at Genius bar or anywhere in the store, just doesn’t work.

  2. Don’t get too excited, its a bunch of computers and a few large shelves filled with products behind those doors. A few machines running Windows, many iMacs, lots of ports for their check out machines, a time clock, and busy, overwhelmed employees.

    I deliver to one all the time at the local mall.

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