1976 Apple Marketing Proposal Included Plans for Retail Locations
However, McKenna stated that he eventually decided to assist Apple after a dinner with Jobs where both discussed the future of the company:
Jobs and McKenna had dinner and talked about what the future of Apple could look like, and McKenna signed on. Eventually McKenna drafted an eight-page marketing plan in December 1976. Lo and behold, what was written under "Distribution Channels"? Apple stores.
"I had actually presented this to Apple a couple of times," he said. "I had talked about putting them in different parts of the country.
McKenna went on to state that his plan for Apple's retail locations were to have them placed in office parks, and to cater the stores toward high-profile customers. McKenna also added that the locations would have served as centers for corporate sales and training, and that the eventual goal was to shift toward more traditional retail stores for the company, similar to Apple Stores today.
Apple opened its first two retail stores on May 19, 2001 and currently has 420 stores total, with 166 of those located outside of the U.S. During its financial results conference call covering the 2013 holiday quarter, the company reported $7 billion in revenue generated from its stores with 21,000 visitors per store per week, and an average revenue per store of $16.7 million.