‘Shop Different’ Review: The Genius of Retail (The Wall Street Journal/Jason Snell)
Apple has become one of the world’s most valuable companies because of its products: the Mac, the iPad, the Apple Watch and most especially the iPhone.…
Apple's success can be attributed to its products, namely the Mac, iPad, Apple Watch, and the iPhone. Over the past quarter-century, the iconic brand's visibility in over 500 retail stores located across 27 countries and regions has played a crucial role in driving product sales. The story of how Apple's retail strategy came to fruition is laid out in "Shop Different: How Retail Revealed Apple's Genius" by Ron Johnson.
The book highlights the remarkable journey of how, in 1999, Steve Jobs recruited Johnson from Target to lead Apple's retail division and spearhead an audacious plan. At a time when computer stores were struggling and Apple's brand had hit rock bottom, the duo devised a bold strategy to engage consumers who had little interest or knowledge about Apple's offerings.
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