Apple has released the full report (pdf) on its latest quarterly financials results. The company reiterated that its five high-profile stores are designed to promote brand awareness, and that they cost more than its other stores. Those costs are allocated to "marketing," rather than the direct cost of operating the stores, Apple explained. In this case, they allocated $4.7 million of the five stores’ costs to marketing, compared to $1.1 million for the same quarter of 2003. Overall, these costs are up significantly during 2004: $10.9 million for the first three quarters of fiscal 2004, compared to $3.3 million for the same period of 2003.

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