Apple video shines light on retail store importance

A leaked internal video shows what it takes to make an Apple store successful -- it's all about molding the esthetic to location.

Apple's retail store in Shanghai. Apple

It seems like a lot of prep, planning, and philosophy goes into Apple's retail model. Now, a leaked internal video proves this to be true.

9to5Mac spotted the video from Washington Square Films, writing that the clip never publicly aired and was only meant for the eyes of Apple retail store employees.

"Every great journey begins with a first step and we took our first step about a decade ago," former senior vice president of Apple Retail Ron Johnson said in the video, "we started retail."

The year-old video narrated by Johnson, who left Apple to become CEO of J.C. Penney, shows images of the company's shops around the world. There's the glass box store on New York's Fifth Avenue, London's shop located on historic Regent Street, and the giant glass cylinder store in Shanghai.

"If you can tailor a store uniquely to its setting, it can actually improve communities," Johnson said. "Most retailers view their space as the square footage they rent, we view our space as the environment we inhabit."

Apple's retail empire turned 11 this past May and a recent report showed that its retail stores nabbed the top spot this year when it came to sales per square foot. The company's shops have proven to be an integral part of its success. Apple closed out its fiscal year at the end of September with 390 stores, and plans to open another 30 to 35 next year.

Apple took down the original video, but a mirror video from The Next Web can be watched below.

Apple Retail
About the author

Dara Kerr is a staff writer for CNET focused on the sharing economy and tech culture. She grew up in Colorado where she developed an affinity for collecting fool's gold and spirit animals.

 

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