iStore Deals, Specials & Catalogues

A fast-growing chain of retail stores that are the go-to place for Apple products

iStore is a retail chain that sells Apple computers, laptops, tablets, phones, and other related accessories compatible with the brand. All iStores are owned and operated by Apple. The first store was opened in 2001 after years of attempting to sell Apple products via store-in-store concepts in other electronic stores. Steve Jobs hired a Ron Johnson to take charge of the company’s retail operations division in 2000 in an effort to improve the way that Apple products were presented. Ron came up with the idea of launching the company’s own stores to better align the Apple consumer’s buying experience with the values and identity of the brand. The result was a minimalist store concept with a sales team that was not aggressive in pitching the products. The first two stores were located in Virginia and California and attracted close to 8,000 customers during their opening weekend. With more iStores opening, the retail concept surpassed all expectations and had sales in excess of $1-billion per year by 2004. By 2006, the stores were yielding a $1-billion turnover per quarter, making the iStore one of the most successful stores in its sector.

In 2003, a store was opened in Japan, making it the first iStore outside the US. From then on, the concept spread to other major markets. Today, there are close to 500 iStores around the world operating in 19 countries, and even though Apple’s products are sold through other retailers, they are merchandised in a similar way to the standalone stores. South Africa is home to 23 iStores located in malls around the country. In addition to selling products, every iStore has a Genius Bar, where customers can receive technical help, advice and even product training.

The largest iStore in the world in terms of products displayed is located in Amsterdam. It’s also the site of the biggest Genius Bar.

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