The Apple Stores celebrate 13 years

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This month, celebrate 13 years of the opening the first Apple Store in the world in a mall in Virginia, on the east coast of the United States. The exact date of the opening was on May 19, 2001. When talking about Apple, everyone has an opinion about what to do. Systematically, the California company takes the opposite to everyone who gives advice. Wall Street analysts and the media claim that Apple is wrong again and again.



In the same line of misunderstanding that has always accompanied Apple, this adventure in retailing was classified as an error, something not too far from commercial suicide. Economic gurus and experts predicted a retail industry store closing in a couple of years at most.

In the mythical article entitled "Sorry, Steve: Here's Why Apple Stores Won't Work" by Cliff Edwards the day after the inauguration, the author stated: 

"Rather than unveil a Velveeta Mac, Jobs thinks he can do a better job than experienced retailers at moving the beluga"  Cliff Edwards

Apple was so wrong that has ended up with more than 400 stores worldwide, serving over a million customers a day and account for revenues of $10,000 million in sales only in 2013. Such sales volume per meter square than double its closest rival, the famous jeweler Tiffany's. But beyond the good numbers and the constant opening stores around the world, the role of Apple Stores exceeds usual in the retail sector. 

The strategic role of Apple Stores