1. - Stores 04/11/2012 1Apple Stores - Achim Schroeder

2. Content Leverage Distribution Channels Vision Key Persons Project Schedule Apple Store Features Evolution and Major Achievements Project Leadership Issues Conclusion Apple Stores - Achim Schroeder04/11/2012 2

3. Leverage Distribution Channels Condition: o Apple's declining share of the computer market o Poor marketing of Apple's Macintosh products at other retails stores More control over retail selling experience for its products Create a distribution channel High-service storefronts o platform to promote uniqueness of Apple products Apple Stores - Achim Schroeder 04/11/2012 3

4. Vision 1 entrance Intuitive layout Central location Big stores Few products Store defining brand Apple Stores - Achim Schroeder 04/11/2012 4

5. Key Persons Steve Jobs Ron Johnson o Former VP of merchandising at Target Corporation Millard Drexler o Former CEO of Gap Inc. o Director at Apple Inc. since 1999 Larry Ellison o Co-founder and CEO of Oracle Corporation Apple Stores - Achim Schroeder 04/11/2012 5

6. Project Schedule Late 1999: Project Initiation o Jobs secretly interviewing executives to develop string of Apple Retail Stores Jan. 2000: Planning, followed by idea presentation to board of executives Feb.-Oct. 2000: Prototyping Oct. 2000: Major change Jan. 2001: Prototype presentation May 19, 2001: Opening of 1st Apple Store Apple Stores - Achim Schroeder 04/11/2012 6

7. Apple Store Features Store building costs ranging from $450,000 up to $40 million$40 million Glass fascades and staircases White counters Wood(originally), Pietra Siena Sandstone floors Focus on simplicity and lack of distraction Displays, usable products and space to interact Apple Stores - Achim Schroeder 04/11/2012 7

8. Evolution and Major Achievements Wood to Sandstone Genius Bars Reducing number of glass panes 326 Apple stores Averaging 5400 visitors per week (2004) Average annual revenue per store $34 million o 15% of Apple‘s revenue Boosting brand awareness and company‘s overall success Apple Stores - Achim Schroeder 04/11/2012 8

9. Project Leadership Issues Jobs doing this project without or low support from the board of directors Jobs surprisingly cooperative with Johnson and open for ideas from Drexler Apple Stores - Achim Schroeder 04/11/2012 9

10. Conclusion Pros o Creating an appropriate distribution channel for Apple products o Stores increasing brand awareness o Retail, not just selling, but marketing and excellent customer service Cons o Expensive store rents and building costs o So far only few stores Apple Stores - Achim Schroeder 04/11/2012 10

11. Thank you for your attention and endurance ! Apple Stores - Achim Schroeder 04/11/2012 11

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