Apple has its stores created based on designs created by Jony Ive, to a good extent, and changes are not very easy for them. Angela Ahrendts, the senior vice president of the division that manages the Apple Stores, found this out "firsthand" in a discussion with Jony Ive.
This proposed some changes for the tables in the Apple Store, but Jony Ive said that they are also used in the design laboratories. Ive stated that those tables are identical to those in the design labs and that he likes that, so there is no need to change, the tables being "sacred".
"In one of those very early conversations," Ahrendts recalled, I said, 'Don't mess with the tables. They're the same tables we used in our design studio and I love that it goes from the studio to the stores.' He said, 'They're sacred.'"
The interesting part is that this thinking has brought more experiences to Apple Stores for the nearly 200 million customers who visit them. According to Angela Ahrendts, 20% of those who enter the Apple Store buy something, and 80% of those who come there, do it for the experience.
Now the Apple company teaches customers how to use their phones, laptops, how to take pictures, but also many, many others. Apple thought of turning the Apple Stores into tourist locations, and this turned out to be a success, the company guessing that most purchases move online, and in order to keep the physical stores "alive", it chose to turn them into locations touristic.
"It used to be that 80/20 rule — [malls] would be 80% shopping and 20% experience. It's got to go the opposite now, because all the shopping you can do faster, cheaper, etc., online."
Do you have a relationship with steve wozniak? 🙂
You couldn't talk to Wozniak, he only gave interviews and spoke on stage.