Apple Confirms Plans to Open More Physical Stores
The past year has been a rough one for brick and mortar retail stores, with the world still reeling over the effects of the coronavirus pandemic. Apple Stores are no different, having been closed for much of 2020, and continuing to impose COVID-19 precautions such as face masks, temperature checks, and social distancing.
But Apple’s not slowing down on its retail ambitions. Far from it, in fact. According to a report from Germany’s Funke Mediengruppe, cited by Bloomberg, Apple plans to continue adding to its global, brick-and-mortar retail footprint "even as stores in inner cities struggle with an accelerating shift to sales online during the coronavirus pandemic."
Apple Stores Turned 20 This Year
Apple Stores recently celebrated twenty years since the first stores were opened in May 2001 by then-Apple CEO Steve Jobs. Today, Apple operates 511 Apple Store locations around the world. The majority of these, 270 in all, are located in the United States, while the remaining 241 are overseas.
New store openings have been slowed by the pandemic, although Apple continues to announce and launch new venues. The most recent Apple Store to open its doors is the spectacular Apple Via del Corso in Rome, Italy, which commenced operations on May 27.
In an interview with Funke, Deirdre O’Brien, Apple’s Senior Vice President of Retail and People, said that physical Apple Stores are invaluable to Apple because they allow users and would-be users to get a hands-on look at products, to ask questions of the Apple Store employees, and to attend workshops showing them how to get the most out of their devices.
"On our online site people can learn a lot about the products; in a store they can touch them and get a feel for them," she told Funke. "We intend to add more stores."
The Importance of Apple Stores
This is a tough time for brick-and-mortar retail as more people turn to online shopping and, as a response to lockdowns around the world, away from the high street. But the Apple Store concept remains immensely helpful to Apple.
No company controls its narrative quite as fiercely as Apple. While it’s certainly possible to buy Macs, iPads, iPhones, and other Apple devices in third-party stores, the presence of physical Apple Stores allows Apple to control every aspect of the way its products are sold there—from the sales pitch given by employees to the ways its products are presented on tables and shelves.
When you’re a company with the kind of deep pockets Apple has, there’s no reason to give that up.
via MUO – Feed https://ift.tt/1AUAxdL
May 31, 2021 at 02:22PM