History of Apple Store in Timeline

The Apple Store is a retail chain owned and operated by Apple Inc. It primarily functions as a point of sale for Apple products, including Mac computers, iPhones, iPads, Apple Watches, and Apple TVs. The stores also offer services such as product repairs and technical support. In addition to Apple-branded items, the stores also sell select third-party accessories that complement Apple's product ecosystem. Apple Stores serve as a crucial element of Apple's branding and customer experience strategy.

1993: Opening of The Company Store

In 1993, Apple opened The Company Store at its Apple Campus in Cupertino, California, which sold Apple merchandise.

November 10, 1997: Steve Jobs announced Apple's online store

On November 10, 1997, Steve Jobs announced the online store at an Apple press event.

1997: Authorized Resellers Dropped

Between 1997 and 2000, the number of Mac authorized resellers dropped from 20,000 to just 11,000, mostly by Apple's decision.

1997: Steve Jobs relaunched Apple's online store

In 1997, Steve Jobs relaunched Apple's online store and also began efforts to revamp the retail program, aiming to improve the company's relationship with consumers.

1997: Steve Jobs Returns 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.

1998: Apple to Cut Channel Partners and Focus on Buying Experience

In 1998, Tim Cook announced that Apple would "cut some channel partners that may not be providing the buying experience [Apple expects]", and Jobs severed ties with big box retailers.

1999: CompUSA Adopts Apple "store-within-a-store" concept

In 1999, CompUSA began to adopt the new Apple "store-within-a-store" concept for its locations.

1999: Millard Drexler joins Apple's board of directors

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

2000: Authorized Resellers Dropped

Between 1997 and 2000, the number of Mac authorized resellers dropped from 20,000 to just 11,000, mostly by Apple's decision.

2000: Ron Johnson hired from Target

In 2000, Jobs hired Ron Johnson from Target.

2000: Ron Johnson Hired to revamp Apple's retail program

In 2000, Ron Johnson was hired to revamp the retail program, aiming to improve the company's relationship with consumers.

May 15, 2001: Jobs hosted a press event at Apple's first store

On May 15, 2001, Steve Jobs hosted a press event at Apple's first store, located at the Tysons Corner Center mall in Tysons, Virginia, near Washington, D.C.

May 2001: First Apple Stores Open

In May 2001, Apple opened its first two physical stores. These stores were highly successful, outperforming nearby competitors and quickly reaching US$1 billion in annual sales within three years.

2001: Ron Johnson becomes Senior Vice President of Retail Operations

From 2001, Ron Johnson held the position of Senior Vice President of Retail Operations.

2002: Apple received a design patent for its glass staircase design

In 2002, Apple received a design patent for its glass staircase design.

2004: Apple Stores Reach $1 Billion in Annual Sales

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

2006: Apple Stores Reach $1 Billion a Quarter

By 2006, Apple Stores had reached $1 billion in sales per quarter.

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

In 2006, Steve Jobs was elected to Disney's board of directors, following the success of Apple Stores.

2006: Opening of New York City's Fifth Avenue Store

In 2006, the opening of New York City's Fifth Avenue Apple store was highly attended, drawing visitors from Europe.

August 2009: Apple Regent Street Store Most Profitable in London

In August 2009, the London Evening Standard reported that Apple's Regent Street store in the United Kingdom was the most profitable shop of its size in London, generating £60 million annually.

October 2009: Steve Jobs to Overhaul Disney Stores

In October 2009, it was reported that Steve Jobs and his retail team would help "drastically overhaul" Disney Stores due to his success with Apple Stores.

July 2011: Discovery of Fake Apple Store in China

In July 2011, a blogger reported the discovery of a fake Apple Store in Kunming, China, mimicking the design and employee attire of real Apple Stores.

November 1, 2011: Ron Johnson's Tenure Ends

On November 1, 2011, Ron Johnson's tenure as Senior Vice President of Retail Operations came to an end.

2011: Apple Store Revenue and Ranking

In 2011, Apple Stores in the United States had an average revenue of $473,000 for each employee and ranked first among U.S. retailers in terms of sales per unit area. On a global level, all Apple Stores had a combined revenue of US$16 billion.

2011: Apple Store sales reached over $16 billion globally

In 2011, Apple's strong product sales placed it among the top-tier retail stores, with sales exceeding $16 billion globally.

2011: Details in New York Times article

In 2011, The New York Times wrote that the glass staircases in Apple Stores were part of Steve Jobs' extensive attention to detail.

January 2012: John Browett took over Retail Leadership

In January 2012, Apple transferred retail leadership to John Browett.

2012: Fake Apple Store mentioned in U.S. presidential debate

In 2012, the fake Apple Store in China 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.

2014: Apple's Fifth Avenue store glass cube received design patent

In 2014, Apple's "iconic" glass cube at the Fifth Avenue store in New York City received a separate design patent.

June 2015: Closure of The Company Store for Renovations

In June 2015, Apple closed The Company Store at its Apple Campus on Infinite Loop in Cupertino for renovations.

August 2015: Apple revamps online storefront

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

May 2016: Report of Hostile Work Environment at Apple Stores

A May 2016 report highlighted a hostile work environment at Apple Stores, including harassment from customers, intense internal criticism, and a lack of significant bonuses.

May 2016: Redesigned Apple Store Unveiled in Union Square

In May 2016, Angela Ahrendts unveiled a significantly redesigned Apple Store in Union Square, San Francisco, featuring large glass doors, open spaces, and rebranded rooms.

May 2016: Redesign of Union Square Apple Store

In May 2016, Apple redesigned its Union Square Apple Store in San Francisco, adding features like large glass doors, touch-sensitive tables, The Avenue, Genius Grove, The Forum, and The Plaza to create a "town square" atmosphere.

May 2016: Dissatisfaction Expressed by Apple Store Retail Worker

In May 2016, a Business Insider article featured an interview with an anonymous Apple Store retail worker, highlighting significant dissatisfaction and issues for retail workers, including harassment, intense internal criticism, and a lack of significant bonus.

2016: "Today at Apple" Program Launched

In 2016, Apple launched "Today at Apple" educational sessions with its Union Square redesign, offering more than 60 free hands-on sessions for creative skills.

April 2017: Expansion of "Today at Apple" Educational Sessions

In April 2017, Apple announced the expansion of its "Today at Apple" educational sessions to all of its stores, offering more than 60 free hands-on sessions for creative skills.

May 2017: Launch of Today at Apple Program

In May 2017, Apple launched the Today at Apple program, offering free training from a Creative in over 60 sessions, covering device knowledge, film and music editing software, coding, and tools for classroom learning.

November 17, 2017: Opening of Apple Park Visitor Center Store

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

May 2018: Addition of Video Walls to Apple Stores

Starting in May 2018, Apple added Video Walls to stores worldwide, and upgraded them in certain locations such as Apple Palo Alto.

April 2019: Angela Ahrendts left Apple

In April 2019, Angela Ahrendts left Apple, and Deirdre O’Brien expanded her role 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 globe.

May 2021: Deirdre O'Brien commented on Apple's plan to open more stores

In May 2021, Deirdre O’Brien commented that Apple is sticking to its plan to open more stores around the globe in the future.

August 2021: Redesigned Store Section Returned to Apple Website

In August 2021, a redesigned store section of the website returned, with products still being able to be purchased directly through their respective pages.

April 2022: Unionization Interest at Apple Store in Cumberland Mall

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