Wood, Stone, Steel, Glass
On May 19, 2001, the first Apple store opened in Tyson's Corner, Virginia,
with gleaming white counters, bleached wood floors, and a huge "Think Different" poster of John and Yoko in bed.
The skeptics were wrong. Gateway stores had been averaging 250 visitors a week.
By 2004 Apple stores were averaging 5,400 per week.
That year the stores had $1.2 billion in revenue,
setting a record in the retail industry for reaching the billion-dollar milestone.
Sales in each store were tabulated every four minutes by Ellison's software,
giving instant information on how to integrate manufacturing, supply, and sales channels.
As the stores flourished, Jobs stayed involved in every aspect.
Lee Clow recalled, "In one of our marketing meetings just as the stores were opening,
Steve made us spend a half hour deciding what hue of gray the restroom signs should be."
The architectural firm of Bohlin Cywinski Jackson designed the signature stores, but Jobs made all of the major decisions.