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Źródło: What I Learned Building the Apple Store

But you don’t need to stock iPads to create an irresistible retail environment. You have to create a store that’s more than a store to people

People come to the Apple Store for the experience — and they’re willing to pay a premium for that. There are lots of components to that experience, but maybe the most important — and this is something that can translate to any retailer — is that the staff isn’t focused on selling stuff, it’s focused on building relationships and trying to make people’s lives better. That may sound hokey, but it’s true.

Cytat z książki Sketching User Experiences Billa Buxtona (str. 41). Relacja ze spotkania Steve’a Jobsa (na drugi dzień po powrocie do Apple’a!) z grupą analityków i konsultantów:

He specifically emphasized getting back to meeting the needs of their core customers
and said that Apple had lost ground in the market because they were trying to be everything
to everybody instead of focusing on the real needs of their customers. He also
pointed out that Apple had broken new ground with the original Mac OS and hardware
designs and that he would now make industrial design a key part of Apple’s strategy going
forward. (Tim Bajarin, personal communication)