He wants to control everything related to the product with: Apple-designed oral history (2)Designed by Apple in California: Apple-designed oral history (1) many attempts to explain the efforts of Apple-designed end it regarded the complex history of 37 years attributed to simple, excellent, perfect short-word mantra - It looks like Apple's unique ambition general. In fact, the 20 years of the greatest business stories - how Apple is dependent on the design of recovery emerged from the brink of bankruptcy, and to grow into the Air Jordan 18 world's most valuable company - completely misread. Max Chafkin led by Fast Company in an interview with reporters spent several months more than 50 people, including former Apple executive and informed people, including for the correction of this error annotation. This article is an abbreviated version of the interview, detailed version Click here to buy. 2000 - 'He wants to control everything to do with product-related' DAN WALKER, former Apple Chief Human Resource Executive (now HR Advisor): One day the wife received a phone call, said to be looking for me. I took it to hear a voice inside said, he said 'I'm Steve Jobs.':. 'Mickey Drexler is a member of our board, because I was thinking the Nike Lunar Mens Apple brand retail stores opened, he recommended you to come talk to me convenient ? '(Walker with Drexler at Gap when colleagues) Then I went to the Loop on the fourth floor, Jobs lives just across the elevator. He told me to be the one with the Apple brand story of high-end products. He wants to control all aspects related to the product with him - the creative, manufacturing, marketing distribution methods, as well as interact with consumer products shall not be an exception. In Walker and Drexler's proposal, Jobs began to retail store set up the team, Ron Johnson (former head of retailer Target) was appointed as team leaders. The company's goal is to take advantage of consumer enthusiasm for iMac products build on the progress to the people in the next 10 years to sell a profound impact on the design of Apple's core philosophy: digital hub. TIM KOBE (responsible for at Macworld booth design architectural firm Eight Inc. co-founder, is now in charge of 2015 Latest Nike Shoes Apple's physical stores to design): My partner Wilhelm Oehl project is the first Apple Store employees. We started to work together with Steve Jobs from 1999 onwards. He would ask something like 'Nike retail stores how much?' He wanted to be a large store. Apple was only 2 laptops, 2 as well as one Jordan Flight 45 of the few desktop software. So we have to introduce more supporting modules: Photo area, children area, video area and Genius Bar (Service Area). All of these are designed to give consumers have the experience to create an apples A not taste Air Jordan 1 elsewhere technology experience. WALKER: Ron Johnson wanted to brainstorm creative ideas to find the store. We got a global customer service leaders and consumer electronics retailer CompUSA Ritz-Carlton hotel salesperson responsible for Mac products. Top architectural designers, graphic artists ready soon. It was several days of indoor brainstorming bred Genius Bar this creative. I still remember the scene when Ron describe this idea. MICHAEL KRAMER (former Apple chief financial officer of the retail sector, and later went to JCPenney did Chief Operating Officer): '? Need more massive' Genius Bar when Ron told me the idea, I asked him what he said, 'every storefront with 5 people ... '?' So you will be taken Nike Air Max 90 Premium 2 to operate the project from sales '' Yes ''? That how to charge them, '' free 'in this case, most of the CFO often asked:' You crazy? 'But at Apple, even a financial officer will retain a respect for ideas, you have to find ways to work together. KOBE: I feel tortured Ron Steve Jobs is not light. Any sales-related issues, Ron always like to come up with a textbook answer, and Jobs with practices often far from his thoughts. I always felt that Steve Jobs made some harsh, but then I realized that he is a ruler to measure how Ron is its most powerful competitors will think. I think Ron was crazy fast. GEORGE BLANKENSHIP, former Vice President (currently Vice President of Tesla Motors) Apple's real estate development sector: Sales are Ron to do, but Steve Jobs the final say. Every Wednesday we will take three hours with Steve Jobs met to discuss the store design. Before the official opening of the first store, we built three complete sample of Panmunjom in a warehouse in Cupertino. One that looks like a trade show, as Macworld conference, there is a museum feel. We chose a booth with that type lentil design. KOBE: we first fitted with white Corian booth, since the first wave of products are shelves of bright lines, and therefore with a sober color panel in order to have a harmonious visual effect. Later, when the white line goods increase, we replaced the light brown booth. SATZGER: Why these stands are designed to 5 X 10-foot, less than 1 meter high specification it? The answer in the industrial design studio there. If you do not understand how simple Apple store, think about industrial design studio will know. BLANKENSHIP: We need to let the customer came one can see us, so that when customers do not want to buy a computer can easily communicate with us. KOBE: we give the customer an emotional experience, rather than simply selling products. This is a core feature of the Apple Store in design. May 19, 2001, the first Apple store in Virginia's Tysons Corner opened. BusinessWeek was published entitled 'Sorry, Steve: Let me tell you why Apple store does not work,' the column. Was this comment - its 'shock' of short-sightedness - ridiculed Jobs' aesthetic pursuit of perfection, 'the store's lease price decisions, and actually' to focus on a handful of several Mac products on sale. ' Today, the global total of 412 Apple stores, with an average income of about $ 6,000 per square foot per year Jordan Dominate Pro - a figure in a number of large stores in more than 2 times. KOBE: the first 2-3 years, people did not talk about how how the stores, they are just discussing the Apple store experience. This is because Apple store staff is special, the way science and technology where the customer experience is special. MIKE FISHER, former Apple visual business promotion director (later to become creative director of JCPenney's clothing stores): all computer-centric. In addition to selling products, we are selling lies brand sexy charm. Unless noted, articles are original or compiled site, please indicate: articles from 36 Krypton