Happy Anniversary, Retail Stores!

May 18, 2009

It was a decision that confounded the computer community and was criticized by financial analysts. But it made perfect sense to Steve Jobs to open Apple’s own chain of retail stores. And so today we celebrate the May 19, 2001 grand opening of the first store at Tysons Corner Center (Virg.), and three hours later the grand opening of the Glendale Galleria (S. Calif.) store. At the time, the company used the catch-phrase “5 Down. 95 to go” to indicate a desire to increase the company’s market share. In full-page national newspaper ads, Apple noted that five percent beats the market share of BMW and Mercedes. “But that’s not enough for us,” the ads said. “We want to convince those other 95 people that Macintosh offers a much simpler, richer and more human-centric computer experience.” The ad continued, “And we believe the best way to do this is to open apple stores right in their neighborhoods.” View the original May 19th Web site.

{ 3 comments… read them below or add one }

Leave a Comment

{ 1 trackback }

Previous post:

Next post: