But, Jobs said, "We have to keep on innovating." He said the Mini Cooper automobile sparked Apple last year to ask if a store could be cool because it’s small. He noted that the Mini Cooper isn’t amazing because it’s a smaller version of a bigger car. Rather, it was designed from the ground up to be both small and cool. "It was a little jewel," Jobs enthused. Apple’s mini-stores were the result, featuring one-half iPods and one-half Macs, and "lots" of accessories. He noted that six stores opened about 10 days ago, and that, "Our first week was really positive."

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