In contrast to rumors and speculation of product introductions or Apple store revamps on the 10th anniversary of the retail chain, Thursday’s birthday was observed quietly at the Tysons Corner (Virg.) store, the chain’s first store to open. There were internal company acknowledgements of the anniversary, but the company declined press interview requests or public comment, preferring to look forward and not back. At Tysons Corner just before 10 a.m., there were six people already inside for Genius Bar appointments, and only two men outside waiting for the general opening. There were no TV cameras, no crowd and no corporate executives to mark the occasion. The 20 or so store employees came outside briefly and took a group photo, and then went back inside to await the day’s opening. A few minutes later, the manager waved me inside early to tour the store and visit with employees, including Specialist John, the lone Day #1 employee still working at the store. The only visible indication of a celebration was a piece of birthday cake brought from back-of-house. At precisely 10 a.m., the doors opened and regular visitors began to arrive with the everyday problems and questions, make purchases—and the store’s staff began their workday. The other 324 stores around the world had similar uneventful openings, according to visitors. The rumors of a revamp now put the retail revamp on Sunday night, possibly including an updated iOS app and electronic product information panels. Read more about my 10th anniversary cross-country journey to Tysons Corner.
This poster was distributed by Apple’s corporate Retail team to the 325 stores to explain the company’s philosophy about looking forward and not backward. The structure, grammar, punctuation, wording and point-of-view is reminiscent of the company’s early advertising. Style-wise, it also follows up on the “5 down. 95 to go.” poster that appeared in some Apple store windows when the chain debuted in 2001, and that appeared on the retail stores’ first Web page.E-mail this story