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Apple Stores Case Solution

Solution Id Length Case Author Case Publisher
2872 1425 Words (6 Pages) Luc Wathieu and Kevin Morris Harvard Business School : 502063
This solution includes: A Word File A Word File

Apple has developed a unique positioning by offering an immersive and engaging retail store experience. The innovative approach, strong commitment to continuous improvement, customer orientation and community-centric approach have made Apple’s retail stores interactive spaces where customers actively explore Apple products via interactive displays, theaters, and Genius bar. At its stores, Apple not only displays its core products but also reflects its unique selling proposition. The incorporation and innovative utilization of theater events and genius bars and hosting events like the ‘Made on the Mac’ series within Apple’s stores exemplify Apple’s dedication to transcend conventional retail paradigms and offer customers more than just product displays. The store's layout is strategically designed in a way that fosters a sense of community among the visitors. By arranging engaging events, Apple also attracts non-users and potential converts (commoditized PC users). The digital hub of Apple exerts a transformative influence, which has made Apple’s retail strategy successful.

Following questions are answered in this case study solution

  1. Why is Apple having such a profound impact on the retail store experience?

  2. How is Apple integrating its products into the retail store experience?

  3. Describe Apple's approach to customer service.

Case Analysis for Apple Stores

1. Why is Apple having such a profound impact on the retail store experience? 

Apple is having a profound impact on the retail store experience due to its innovative store elements that provoke customer involvement. The design of Apple’s stores empowers and encourages consumers to actively explore their digital needs. Ron Johnson (Apple Computer’s Senior VP of Retail) aimed to make Apple’s stores dynamic, community-centric spaces, thus rejecting the traditional showroom model that is solely focused on transactions. An important aspect of such profound impact lies in Apple’s strategic focus on constant innovation, product integration, design and brand image, and its strategic approach to carefully and meticulously design store elements that could build an interactive environment, fostering learning and engagement.

The company’s claim that ‘Everything Is Easier on a Mac’ is the essence of Apple’s unique value proposition, which effectively reflects a brand image of user-friendliness. The advertising mantra ‘Think Different’ and claim ‘Everything Is Easier on a Mac’ of Apple showcases Apple’s commitment to enriching and simplifying people’s lives. By introducing the concept of the computer as a digital hub (iMac) where consumers can have control over their digital lifestyle, Apple is having a transformative influence on the retail store experience.

By featuring professionals like national parks photographer Steven Johnson and TV producer and writer J.J. Abrams in-store theater or ‘Made on the Mac’ series events where they showcase creative uses of their Mac, Apple capitalizes on an opportunity to attract potential customers (non-Mac users). Apple builds emotional connections with potential customers as it offers unique and immersive retail store experiences by inviting influential personalities to store events and allowing customers to learn about things they are interested in on an individual level. Thus, Apple’s theater acts as an attractive space for creative exploration where a number of professionals give detailed presentations on practical applications of Apple products, adding a unique experiential element to the retail environment and contributing to the profound impact on the overall store experience.

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