Macworld Keynote Spotlights Retail Stores

Macworld keynote speaker Phil Schiller left no doubt about why Apple will no longer attend the annual January conference and expo in San Francisco–the company’s stores already attracts the equivalent of 100 Macworld crowds each week, making the conference unnecessary. Schiller walked on stage and thanked the audience, after generous applause that seemed to acknowledge the last-ever keynote speech. Apple announced last December that it would no longer attend the conference and exposition, and that Jobs would not give the final keynote. Schiller, Sr. V-P of worldwide marketing for Apple, began his talk by spotlighting the retail stores and their success. “It’s an incredibly exicting time at Apple,” he said. “There is so much going on across all of our businesses all around the world. And you can feel it in so many ways, but probably no where better than in all these incredible stores that (Sr. V-P Retail) Ron (Johnson) and his team have opened around the world.” He showed a photo of the Sanlitun (Beijing) store with the grand opening waiting line in front, and called the store, “an incredibly beatiful place.” He showed the Rosenstrasse (Munich) and Fifth Avenue (NYC) stores, and then focused on the George Street (Sydney) store. “A beautiful city has a beautiful Apple store,” Schiller said.

He then waxed philosophical, saying, “I don’t know about you, but when I look at this photo, when I look at that big, gorgious glowing Apple up in front if it, I think–what other company’s logo could be there, could you ever imagine in that photo? I can’t. I can’t think of one company in the world that could have a store that beautiful, such incredible customers bringing all their energy and love to visit with our stores, and talk to the sales consultant and get help with the Geniuses and do one-to-one training. I couldn’t imagine any other company delivering something like that.”

Schiller then came to the point, saying, “Each and every week now, 3.4 million customers visit an Apple store around the world.” He called that figure “unbelieveable, unbelieveable,” and his statement was met with applause.

Schiller continued, “And…I’m sorry. I have to make the comparison. That’s 100 Macworlds each and every week, going on around the world in our Apple stores. So, it’s no wonder, no wonder that what’s happening with these Apple stores is so important to us.”

He explained that visitors come to the stores, “because they’re such a great place to shop. But they also come because they want to get their hands on, and touch and try out an iPhone, an iPod touch, and yes, the Mac.” His statement seemed to compare the stores to the activities at the Macworld conference.

Schiller then segued to the main part of his speech by saying, “The Mac has had a resurgence, and excitement and an interest with customers, bigger than we’ve ever had before.” He then began to introduce the iLife ‘09 and Pages ‘09 updates, the MacBook Pro 17-inch introduction and updates on iTune Music Store pricing.

This is why Apple has withdrawn from the Macworld conference--they are already hosting the equivalent of 100 Macworld conferences each week.

During Phil Schiller's keynote, he showed a photo of the grand opening of the Sanlitun (Beijing) store in August 2008, with the first 100 persons in line.

Schiller showed a photo of the George Street (Sydney, Australia) store, taken the evening of the grand opening.

Related posts:

1. New Job Page Spotlights Retail Philosophy
2. Keynote To Be Shown at Stores
3. Retail Stores Are One Reason for Expo Pull-Out
4. iPhone Sales Still Strain Retail Stores
5. One More Use for Retail Stores