Shane Cole
Apple began formulating a strategy for direct-to-consumer sales from a nationwide chain of first-party brick-and-mortar retail stores as many as 25 years before the first Apple Store opened in 2001, according to a new report.
"I had actually presented this [idea of retail outlets] to Apple a couple of times," early Apple marketing guru Regis McKenna during an appearance at the Computer History Museum which was documented by CNET. "I had talked about putting them in different parts of the country."
McKenna said his concept initially called for outlets that focused on sales and training for large corporate customers, with the idea that the division would gradually transition toward retail sales to consumers. Conversely, modern-day Apple stores are geared toward consumers while offering limited business-focused services like the popular Joint Venture program.
That path has made Apple's retail empire the most profitable in the world. The company's 422 stores in 14 countries posted $4.5 billion in revenue last year and consistently outpace all other chains on a revenue-per-square-foot basis.
Apple's pairing with McKenna, a legendary figure in Silicon Valley who was instrumental in Apple's launch as well as those of now-storied companies like Intel, 3Com, and Microsoft, nearly ended before it began.
Recalling a 1976 meeting with Apple co-founders Steve Jobs and Steve Wozniak, McKenna said that he initially turned down Apple's business and only relented after bearing the brunt of Jobs's famous persistence.
"Steve called back probably 40 times that night," McKenna said.
Mike Wuerthele and Malcolm Owen
Amber Neely
William Gallagher
Christine McKee
Malcolm Owen
8 Comments
This would have been just too early, in my opinion.
First the whole strategy of combining hardware and software plus third party massive involvement had to be completed.
Therefore the Apple timing was particularly accurate and made it successful.
[quote name="Alex Wermeille" url="/t/161940/retail-stores-part-of-apple-marketing-plan-as-far-back-as-1976-says-silicon-valley-ad-whiz#post_2468884"]This would have been just too early, in my opinion. First the whole strategy of combining hardware and software plus third party massive involvement had to be completed. Therefore the Apple timing was particularly accurate and made it successful. [/quote] I agree! 1976 seems way too early! Circa Apple I. Those were the days where microcomputers were a hobbyist thing... You built or assembled your own. You wrote any programs you needed, yourself (or contracted someone to do it for you). There were a few nascent "business" microcomputers such as Cromemco, IMSAI, PolyMorphic, North Star (Kentucky Fried Computer)... But the Apple I and initial 1977 Apple ][ were not considered "business" computers. The 1979 release of VisiCalc changed that! It seems odd that Regis (himself) was pushing stores catering to business use to the 2 Steve's in 1976!
You’re just glad they didn’t put your store out of business.
[quote name="Dick Applebaum" url="/t/161940/retail-stores-part-of-apple-marketing-plan-as-far-back-as-1976-says-silicon-valley-ad-whiz#post_2468900"] I agree! 1976 seems way too early! Circa Apple I. Those were the days where microcomputers were a hobbyist thing... You built or assembled your own. You wrote any programs you needed, yourself (or contracted someone to do it for you). There were a few nascent "business" microcomputers such as Cromemco, IMSAI, PolyMorphic, North Star (Kentucky Fried Computer)... But the Apple I and initial 1977 Apple ][ were not considered "business" computers. The 1979 release of VisiCalc changed that! It seems odd that Regis (himself) was pushing stores catering to business use to the 2 Steve's in 1976![/quote] I happen to know that the [I]Tomales Bay Times[/I] "alternative" newspaper was done on a NorthStar 'round about 1976. I wonder if she (the founder) got it from you. Was there a store closer to West Marin than yours?
[quote name="Tallest Skil" url="/t/161940/retail-stores-part-of-apple-marketing-plan-as-far-back-as-1976-says-silicon-valley-ad-whiz#post_2468939"][QUOTE]