brick-and-mortar
Apple Retail

Former Apple Retail Chief Details Apple Store Planning And Philosophy In Unaired Video

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Update: Apple has asked that this video be removed, even at its original source at Washington Square Films, for copyright violations. We’ve complied with that request.

Apple’s retail stores are famous, taking on almost the status of local landmarks with their flagship locations in cities like New York. But how exactly did the Mac maker position their brick-and-mortar sales operations as something larger than life? A newly unearthed video spotted by 9to5Mac sheds some light on what went into evolving Apple Retail from its just-another-store-in-a-mall origins to its iconic present day status.

The video, produced by Washington Square Films and apparently finished around July 2011, features narration from Ron Johnson, who departed the company in November, 2011, to head up J.C. Penney as CEO, as well as Bob Bridger, Apple VP of Retail Development. Recently, Apple has had some turmoil in its retail division, following a lengthy search to replace Johnson, which led to the hiring of former Dixon’s chief John Browett, who departed the company less than a year after taking his position.