Apple CEO Cook hopes Apple’s $30 million rehab of D.C.’s Carnegie Library will do more than sell iPhones

“As a company, Apple is less focused on selling stuff. It doesn’t sell as many iPhones as it once did and is more focused on selling subscriptions and services, none of which require a store for purchases or even consideration,” Jonathan O’Connell writes for The Washington Post. “This is why it is striking that, under chief executive Tim Cook, the company has made it a priority to open a flagship store next week in Washington.”

“Why spend two years and probably more than $30 million renovating the 116-year-old Carnegie Library into an Apple Store?” O’Connell writes. “‘Probably one of the least-done things in an Apple Store is to buy something,’ Cook said recently by phone. Instead, he said, people come to explore new products, of course, but also get training and services for iPhones or iPads they already own.”

“How true that is may determine the success of Apple’s new landmark in Washington, as well as its future as a retailer. The Carnegie Library store, opening May 11, will be one of 13 high-profile locations across the world that also use the company’s ‘town square’ concept. Each local staff offers a bevy of classes for creative types to maximize their Apple products for shooting photographs, editing video or producing music,” O’Connell writes. “Cook said that reconstituting the Carnegie Library according to its original design standards was the company’s ‘most historic, ambitious restoration by far, in the world.'”

A rendering of Apple’s vision for a restored Carnegie Library in Mount Vernon Square. Under Apple’s plan, the 114-year-old building would host concerts, performances and education open to the public. (Image: Apple Inc.)
A rendering of Apple’s vision for a restored Carnegie Library in Mount Vernon Square. Under Apple’s plan, the 114-year-old building would host concerts, performances and education open to the public. (Image: Apple Inc.)

 
“The Carnegie project is also aimed at achieving a higher purpose at the company, which is to deepen customers’ affiliation of Apple with something positive — creativity — at a time when the public finds itself increasingly at odds with big-tech companies over jagged political issues surrounding economic inequality, social media and privacy,” O’Connell writes. “‘We’ve been serving the creative community as a company since the founding of the company, and the truth is everyone should be a part of the creative community,’ Cook added, ‘so this is our way to democratize it.'”

Read more in the full article here.

MacDailyNews Take: This one’ll be beyond a mere “flagship” Apple Store!

SEE ALSO:
Flagship Apple store in Washington D.C.’s Carnegie Library to open in late spring – March 4, 2019
Apple’s Angela Ahrendts to depart in April; Deirdre O’Brien named senior vice president of Retail + People – February 5, 2019
Apple’s Angela Ahrendts has a plan for next-gen retail – January 29, 2019
‘Big and loud’ not the intention with flagship D.C. Apple store in the Carnegie Library – May 22, 2017
Apple offers first peek at plans to convert D.C.’s Carnegie Library into new store – May 8, 2017

7 Comments

  1. Should “everyone” really “be a part of the creative community?”

    I beg to differ.

    The creative community is chock full of talentless hacks already, thanks.

    Tim Cook is full of shit, as usual.

    1. Which he inherited from Steve Jobs, who had an equal or greater interest in the interface between technology and the humanities. It is part of Apple’s DNA. If you don’t understand that, you don’t understand the company.

  2. Apple Store Carnegie Library in D.C. is nothing more than a lobbying expense.

    It screams “Look at the goodness of Apple, so go easy on us in legislation and regulation, D.C., thank you very much!”

    Cook is as transparent as a piece of cellophane.

  3. Apple Stores need to be more than great architecture.
    My recent visit to London Covent Garden was not great. Way too crowded, not obvious who I should talk to, when I finally found someone, they put me in an invisible queue. Don’t get me wrong, I think they are great for Apple and they need more of them but the experience can be very confusing. My Mum & Dad were completely lost when they went to London’s Regent Street Store (I did warn them that they won’t see signs or tills).
    At least in the UK, I think they need much bigger stores to start with, sometimes you can hardly move in Covent Garden, it feels like half of London are in there using the WiFi.
    If they really want to make it a meeting place maybe they should put a coffee shop inside (Cafe Macs)?

    1. Agreed. If the new direction for Apple Stores is Services and not primarily Sales as seems to be the case with TC’s soundbite: [“‘Probably one of the least-done things in an Apple Store is to buy something,’ Cook said recently by phone. Instead, he said, people come to explore new products, of course, but also get training and services for iPhones or iPads they already own.”], perhaps it’s time to change the name from Apple Store to Apple (Central/ Center/ Cafe).

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