Speaking of Apple's retail stores, we will habitually think & ldquo; Apple Store & rdquo; brand name.
However, Apple recently has been on the brand name tricks & mdash; & mdash; the Apple store & ldquo; Apple Store & rdquo; brand name which removed the & ldquo; Store & rdquo; the term.
Now enter Apple's official website can be found surface, Apple's retail stores each region has unique name of the page from the original & ldquo; Apple Store xxx & rdquo; became & ldquo; Apple xxx & rdquo ;.
This is not a mistake. Employees of Apple retail stores recently received e-mail notification, referred to & ldquo; Apple Store & rdquo; brand identity will be gradually adjusted, either online store or physical retail store, will get rid of & ldquo; Store & rdquo; the word, and the first new store openings to adjust . Apple renamed the somewhat weird, but it certainly is that Apple finally get its long-awaited public concern.
In fact, this is one of Apple's new retail policy changes.
In addition, Apple also added new positions in retail stores, while some existing positions were renamed. At the same time, Apple will be in the store with the new doctrine, and will change the current store layout.
More importantly, Apple Apple Store employee credo updated: & ldquo; Our mission is to enrich the lives of customers, in order to help dreams become a reality, so that burst of passion to extend people's potential to accomplish the best in life work. & Rdquo;
Review: Why are people willing to go to Apple Store?
As Apple store designer said: God is in the details (God is in the details).
Apple really the Apple store as a product to build: alone in front of a transparent glass, Apple designers will split size, color, reflectivity, transmittance, homework effort on architecture and connections, real give consumers a visual impact. It is the ultimate pursuit of the details before allowing Apple store, without exception, it has become a landmark in the neighborhood.
In addition to the appearance of shock you turn, a strong sense of modern technology into the store after the space atmosphere can also make you linger. In the Apple Store, many seemingly ordinary and even humble little thing, in fact, from a number of well-known design studio, or a world-class brand.
For example, generally used to display products on the desk by the famous American furniture brand FETZER, each going about $ 6,000. Including chairs, lamps, and even the cable box are from the world's best brands.
Apple Store is not only a product exhibition center, or a show dedicated to Apple's design philosophy of the pavilion. Apple Store is sponsored by Ron Johnson's words is: & ldquo; Our goal is to create a place where people like to stay & rdquo ;.
Why rename? I want to fight the Community
In fact, after removing Store, Apple may be from & ldquo; Our goal is to create a place where people like to stay & rdquo; will be taking a step forward.
& Ldquo; Store & rdquo ;, is a function of the very clear terms, that is, the shop, which means that the & ldquo; sales & rdquo; namely Apple Store's core functions, but also our Apple store understanding, remove Store, is to change this perception first step.
Erase & ldquo; Store & rdquo; after the original & ldquo; Apple's Fifth Avenue retail & rdquo; will become & ldquo; Apple's Fifth Avenue & rdquo; & mdash; & mdash; & ldquo; apple & rdquo; and the name of the retail outlet where each location direct docking, more like a whole. Apple wants to fight the retail community, rather than the traditional stores.
San Francisco's Union Square store first started to change, which is equipped with 6K large screen, lush green plants, as well as some genius bar position has been abandoned and replaced some of the open areas, so that customers can sit down and chat, rest or hang out with.
The biggest feature is the retail expansion of the overall space, creating a community environment. Here users can chat, listen to music, to seek advice and assistance as well as access to training.
This means that Apple stores will sell products is not merely a place, but to create a more open and closer to the experience of public participation in the community. This is at the strategic level to consider: from Apple in recent years, the spread of action, or the contents of public speaking, including facts of the case, we can see that Apple's goal is to complete more like & mdash; & mdash; to change people's lives.
Future, no matter what to sell are selling lifestyle. All brands must find a way to become a part of people's lives. From lifestyle to technology products, brand positioning overstating to another state, it is the direction of Apple's continued efforts in the future.
Time flashed past nine years, opens the king remembered: In 2007, the first generation iPhone was released a year, will Steve Jobs of Apple Computer.Inc in Computer removed, replaced Apple.Inc, this does not mean that Apple is no longer selling computers, just to sell more than just computers.
Now, to reproduce the history
Apple can continue to create a legend it?