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Mr Z

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Medial • 2d

Everyone thought Steve Jobs was insane in 2001... When he opened brick-and-mortar stores. Other tech companies had JUST closed 100s of branches. Dell was making BILLIONS selling PCs online. But Jobs saw something no one else did... The story behind the "Apple Store": 2001: The retail apocalypse was beginning. Amazon was crushing traditional stores, Gateway was shuttering its locations, and Dell dominated with direct sales. Then Jobs spotted something everyone missed... The computer buying experience was broken. Products were locked behind glass cases, making it hard to see and compare items. This left customers confused and unsure about their choices. His first move? Hire Target's retail genius, Ron Johnson. Jobs' vision was clear: The store wouldn't just show products. It would show possibilities. Jobs became obsessed with every detail... And the stores became architectural masterpieces. Traditional stores rushed you to buy. Apple Stores invites you to stay.

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