History of Apple Store in Timeline

Apple Stores are retail outlets owned and operated by Apple Inc. They serve as a direct point of sale for Apple's consumer electronics, including Macs, iPhones, iPads, Apple Watches, and Apple TVs. In addition to selling Apple products, the stores also offer repair services and technical support. Apple Stores also sell Apple-branded and third-party accessories. The stores function as a key component of Apple's marketing strategy, providing customers with a hands-on experience with the company's ecosystem.

1993: Apple opens The Company Store at its Cupertino campus

In 1993, Apple opened a store called The Company Store at its Apple Campus in Cupertino, California. It was the only place to buy Apple merchandise like T-shirts, mugs, and pens at the time.

November 10, 1997: Steve Jobs Announces Apple Online Store

On November 10, 1997, Steve Jobs announced the Apple online store at a press event, responding to Michael Dell's earlier criticism and stating that Apple was "coming after" Dell with its new products and store.

1997: Decline in Mac Authorized Resellers

Between 1997 and 2000, the number of Mac authorized resellers dropped from 20,000 to 11,000, largely due to cuts made by Apple itself, as they targeted Dell as a competitor.

1997: Apple Relaunches Online Store and Revamps Retail Program

In 1997, Steve Jobs relaunched Apple's online store and initiated an effort to revamp the retail program to improve the company's relationship with consumers.

1997: Steve Jobs Returns to Apple and Focuses on Retail Presentation

In 1997, Steve Jobs returned to Apple as interim CEO and began a campaign to improve the retail presentation of Macintosh computers, aiming to differentiate the Mac user experience from Windows.

1998: Apple Cuts Ties with Big Box Retailers

In 1998, Tim Cook announced that Apple would cut ties with big box retailers, focusing its retail efforts with CompUSA and establishing dedicated departments for Apple hardware staffed by trained employees.

1999: Millard Drexler Joins Apple's Board of Directors

In 1999, Jobs recruited Millard Drexler, former CEO of Gap Inc., to serve on Apple's board of directors.

1999: CompUSA Adopts "Store-within-a-Store" Concept

In 1999, after a trial in Japan, CompUSA began adopting a revised "store-within-a-store" concept designed by Eight Inc. The design emphasized products themselves, although initial mystery shopper reports showed employee bias toward Windows PCs.

2000: Decline in Mac Authorized Resellers

Between 1997 and 2000, the number of Mac authorized resellers dropped from 20,000 to 11,000, largely due to cuts made by Apple itself, as they targeted Dell as a competitor.

2000: Ron Johnson Hired as Senior Vice President of Retail Operations

In 2000, Apple hired Ron Johnson, vice president of merchandising at Target, to serve as Apple's senior vice president of retail operations.

May 15, 2001: Steve Jobs Hosts Press Event at First Apple Store

On May 15, 2001, Steve Jobs hosted a press event at Apple's first store, located at the Tysons Corner Center in Tysons, Virginia. The store officially opened on May 19.

May 2001: First Apple Stores Open

In May 2001, the first two Apple Stores were opened by CEO Steve Jobs after previous failed store concepts. These stores aimed to improve the retail presentation of Apple's products and customer relationship. The media was skeptical, but the stores quickly became successful.

2001: Ron Johnson Appointed Senior Vice President of Retail Operations

In 2001, Ron Johnson assumed the role of Senior Vice President of Retail Operations at Apple.

2002: Apple Receives Design Patent for Glass Staircase

In 2002, Apple received a design patent for its innovative glass staircase design, a key feature in many of its multi-level stores.

2004: Apple Stores Reach $1 Billion in Annual Sales

In 2004, Apple retail program reached $1 billion in annual sales, making it the fastest retailer in history to reach this milestone.

2006: Apple Store Sales Reach $1 Billion a Quarter

By 2006, Apple Stores' sales had grown to $1 billion per quarter, demonstrating continued growth and success.

2006: Steve Jobs elected to Disney's board of directors

In 2006, Steve Jobs was elected to Disney's board of directors, which was noted alongside his work on the highly successful Apple Stores and his involvement in the overhaul of Disney Stores in October 2009.

2006: Opening of New York City's Fifth Avenue Apple store

In 2006, the opening of New York City's Fifth Avenue store was highly frequented, attracting visitors from Europe who flew in for the event, with crowds of hundreds waiting in line.

August 2009: Regent Street Apple Store most profitable in London

In August 2009, it was reported that Apple's first store in the United Kingdom, located on Regent Street, was the most profitable shop of its size in London, generating £60 million a year, or £2,000 per square foot.

October 2009: Steve Jobs to overhaul Disney Stores

In October 2009, reports surfaced that Steve Jobs and his retail team would help "drastically overhaul" Disney Stores. His involvement was described by The New York Times as "particularly notable", given his work on the "highly successful" Apple Stores and his election to Disney's board of directors in 2006.

July 2011: Fake Apple Store discovered in China

In July 2011, a blogger reported the discovery of a fake Apple Store in Kunming, China, closely mimicking the appearance of a real Apple Store.

November 1, 2011: Ron Johnson's Tenure Ends

On November 1, 2011, Ron Johnson's tenure as Senior Vice President of Retail Operations at Apple ended. During his time, he oversaw site selection, in-store service, and store layout, while Tim Cook controlled inventory.

2011: Apple Stores Generate $16 Billion Globally

In 2011, Apple Stores had an average revenue of $473,000 per employee in the United States, and all stores globally generated a combined revenue of US$16 billion.

2011: Apple Store Sales Reach $16 Billion

In 2011, Apple's strong product sales resulted in over $16 billion in global sales for its retail stores, placing Apple among the top-tier retail stores.

2011: The New York Times highlights Steve Jobs attention to detail in Apple Store design

In 2011, The New York Times highlighted Steve Jobs' attention to detail in Apple Store designs, particularly the glass staircases and bridges. These features were noted as integral to the Apple retail experience.

January 2012: John Browett Takes Over Retail Leadership

In January 2012, Apple transferred retail leadership to John Browett. However, he was fired after six months due to attempts to cut costs that didn't align with Apple's business approach.

2012: Fake Apple Store mentioned in US presidential debate

In 2012, the fake Apple Store discovered in China in July 2011 was mentioned by Mitt Romney in the second U.S. presidential election debate.

October 2013: Angela Ahrendts Hired from Burberry

In October 2013, Apple hired Angela Ahrendts from Burberry to lead its retail operations.

2014: Apple Receives Design Patent for Fifth Avenue Store Glass Cube

In 2014, Apple received a separate design patent for its iconic glass cube at the Fifth Avenue store in New York City, which was designed in part by Peter Bohlin.

June 2015: The Company Store closed for renovations

In June 2015, The Company Store at Apple's Infinite Loop campus in Cupertino closed for renovations.

August 2015: Apple Revamps Online Storefront

In August 2015, Apple revamped its online storefront, removing the dedicated "Store" tab and integrating the retail experience throughout the entire website.

May 2016: Apple redesigns Union Square Apple Store

In May 2016, Apple significantly redesigned its Union Square Apple Store in downtown San Francisco, incorporating large glass doors, open spaces with touch-sensitive displays, and rebranded spaces like "The Avenue," "Genius Grove," "The Forum," and "The Plaza". The goal was to transform Apple Stores into "town squares."

May 2016: Redesigned Apple Store Unveiled in Union Square

In May 2016, Apple's senior vice president of retail, Angela Ahrendts, unveiled a redesigned Apple Store in Union Square, San Francisco. The new design featured large glass doors, open spaces, and rebranded rooms.

May 2016: Report Highlights Dissatisfaction Among Apple Store Retail Workers

In May 2016, a Business Insider article featured an interview with an anonymous Apple Store retail worker in the UK, highlighting issues such as customer harassment, intense internal criticism, lack of bonuses for securing business contracts, and low pay.

May 2016: Report Highlights Hostile Work Environment at Apple Stores

In May 2016, a report highlighted a hostile work environment at Apple Stores, including customer harassment, intense internal criticism, and a lack of significant bonuses for securing major business contracts.

2016: Today at Apple educational sessions launched with Union Square redesign

In 2016, Apple launched its "Today at Apple" educational sessions, which offer more than 60 free hands-on sessions for creative skills, with the Union Square redesign. These sessions were later expanded to all stores in April 2017.

April 2017: Today at Apple sessions expanded to all stores

In April 2017, Apple announced the expansion of its "Today at Apple" educational sessions, which offer more than 60 free hands-on sessions for creative skills, to all of its stores, following their launch with the Union Square redesign in 2016.

May 2017: Apple launches Today at Apple program

In May 2017, Apple launched the "Today at Apple" program, offering customers free training from a Creative in over 60 different sessions, covering topics like device knowledge, film and music editing software, coding for kids, and tools for using Apple products in classroom-based learning.

November 17, 2017: Apple Park Visitor Center store opens

On November 17, 2017, Apple opened a store with exclusive merchandise as part of the Apple Park Visitor Center.

May 2018: Video Wall added to Apple Stores

Starting in May 2018, Apple began adding a Video Wall to stores around the world, with upgrades in some locations such as Apple Palo Alto.

April 2019: Deirdre O'Brien Expands Role to Include Retail

In April 2019, Angela Ahrendts left Apple, and Deirdre O’Brien expanded her responsibilities from Worldwide Sales and Operations to include People and Retail.

May 2021: Apple to open more stores globally

In May 2021, Deirdre O'Brien stated that Apple plans to continue opening more stores around the world.

August 2021: Redesigned Store Section Returns to Apple Website

In August 2021, a redesigned store section of the Apple website returned, allowing products to be purchased directly through their respective pages.

April 2022: Apple Store Employees in Atlanta Seek to Unionize

In April 2022, over 70 percent of eligible employees at the Apple Store in Cumberland Mall in Atlanta, Georgia, expressed interest in unionizing, seeking a $28 per hour wage, better benefits, and profit-sharing.