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On May 19, 2001, Apple Inc. officially opened its first two retail stores in Tysons Corner, Virginia, and Glendale, California.
The initial public opinion was along the lines of Apple being scoffed at and written off by critics as doomed from the start. But unfortunately for the critics, Apple’s retail operation would go on to become one of the most successful retail brands in existence, boasting the highest sales per-square-foot at $4,551.
What made Apple’s retail operation so valuable? Why did it succeed where others, most notably Gateway, had failed? The single biggest reason was the customer experience.