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
Featured Video
This content is rated TV-MA, and is for viewers 18 years or older. Are you of age?
Sorry, you are not old enough to view this content.

Details about Apple's 'spaceship' campus from the drone pilot who flies over it

MyithZ has one of the most popular aerial photography channels on YouTube. With the exception of revealing his identity, he is an open book as he shares with CNET's Brian Tong the drone hardware he uses to capture flyover shots of the construction of Apple's new campus, which looks remarkably like an alien craft.

by Brian Tong