Steve Jobs - Chapter 29: Apple Stores Summary & Analysis

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Summary

Jobs was obsessed with controlling his customer’s experience with his products, but there was one aspect that he did not yet control: the actual purchasing of the product. To remedy this, Jobs decided that he was going to create Apple stores. The board was nervous about this, as Gateway had tried something similar and failed. Jobs had also recruited Millard Drexlar, the former CEO of GAP to the board. Jobs admired GAP as it was an end-to-end experience; a customer had to go into the GAP store to purchase a GAP product.

Drexlar recommended that Jobs build a test store, so he did. He rented out a warehouse and over several months, collaborated with his other executives to create the layout of the store. One of the most important parts of the store was the layout of the products, which Ron...

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This section contains 416 words
(approx. 2 pages at 400 words per page)
Buy the Steve Jobs Study Guide
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