Obvious in retrospect.

“I give them two years before they’re turning out the lights on a very painful and expensive mistake.”
Bloomberg (2001)

It’s easy to forget the wonder and disbelief you felt when you first walked into one; easy to forget what a revolution it was. Because in its wake everything changed. Long-held beliefs shattered overnight, existing category norms abandoned without a fight. When Steve Jobs asked us to imagine a new type of destination for customers, we created a concept that would change the retail landscape forever. We created the Apple Store.