The Apple Store success story, deconstructed

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Yes, we know that the Apple Store, as a concept, has been a success. But, prior to today, has anyone ever explored why, exactly, it works so well? Thank goodness for the New York Times! After all, these Times demand the Times.

Some numbers for you to consider:

• Twenty percent of Apple’s revenue comes from the Apple Store

• Apple made $1.25B at the Apple Store in the fourth quarter of this year, which is 42 percent more than last year

• Apple makes $4,000 per square foot of Apple Store surface area every year

So the store works well, it can be said. When you compare it to retail in general and high-tech retail specifically, then the numbers shine even brighter. The Times pokes fun at the Manhattan Sony, Nokia and Samsung retail stores.

Knowing this, why, then, is the store so successful. Take your pick: the Apple Store is designed rather attractively; the staff is both friendly and knowledgeable; the Store is in desirable locations; you can buy things from those guys with the portable credit card swiping machine (that’s how I got my nano, as a matter of fact and was thrilled that I could leave the store in under two minutes).

I don’t know that you’ll find me going to the Apple Store “just because,” but if I’m in the area and need to kill a couple of minutes, you’re damn right you can find me tolling around with an iPod Touch or browsing the Internet on a MacBook.

Inside Apple Stores, a Certain Aura Enchants the Faithful [New York Times]