ronjohnsonRon Johnson, the architect behind the Apple Retail Stores, has moved on to be CEO of JC Penney. But, he still remembers the lessons he learned while at Apple.

Writing for the Harvard Business Review, Johnson reflects on what makes the Apple Store unique:

People come to the Apple Store for the experience — and they're willing to pay a premium for that. There are lots of components to that experience, but maybe the most important — and this is something that can translate to any retailer — is that the staff isn't focused on selling stuff, it's focused on building relationships and trying to make people's lives better. That may sound hokey, but it's true. The staff is exceptionally well trained, and they're not on commission, so it makes no difference to them if they sell you an expensive new computer or help you make your old one run better so you're happy with it. Their job is to figure out what you need and help you get it, even if it's a product Apple doesn't carry. Compare that with other retailers where the emphasis is on cross-selling and upselling and, basically, encouraging customers to buy more, even if they don't want or need it. That doesn't enrich their lives, and it doesn't deepen the retailer's relationship with them. It just makes their wallets lighter.

Perhaps as a hint toward the direction he intends to take JC Penney, Johnson ends by noting that "the retailers that win the future are the ones that start from scratch and figure out how to create fundamentally new types of value for customers."

Top Rated Comments

room237 Avatar
181 months ago
Now, it's up to you whether or not you want to just do the bare
minimum. Well, like Brian, for example, has 37 pieces of flair. And a
terrific smile.
Score: 16 Votes (Like | Disagree)
cubedweller Avatar
181 months ago
not entirely true.. Apple up sells as well.. they have always tried to get me to purchase AppleCare with every product I've purchased.. same was true with the old MobileMe..
Score: 10 Votes (Like | Disagree)
Vol7ron Avatar
181 months ago
that's true...I remember working back at CompUSSR that the mentality there was to cross sell and up sell. If a person only wanted a laptop or desktop and nothing else, no printer, software, cables, service plan, etc. to get them to leave the store - They didn't want their business. They only wanted the multi orders with service plans that brought them in lots of cash. I hated doing that to customers. After asking them if they wanted a service plan 3 times and having the Tech manager try to convince them of the same thing, most customers would just leave, frustrated and go across to Best Buy. Guess we know why CompUSA went out of business....

At Apple, it is great. They don't pressure you into anything. If you want something, they give it to you. If you don't want something, they don't heckle you 18 times before they get the picture....
Score: 8 Votes (Like | Disagree)
vrDrew Avatar
181 months ago
Apple retails stores have, by a quite comfortable margin, the highest per-square-foot sales of any company in the retail industry.

They must be doing something right, and that includes probably more than just having good products.

For everyone complaining about getting cross-sold AppleCare, there's somebody else raving about how he or she just picked up a second (or third) MacBook "with no questions asked" I'm personally not a big fan of any "extended warranty" program - but they do serve to give people who need it some sort of peace of mind. Apple would be remiss if they didn't have store employees at least mention it. There is a definite line between explaining a products' features, and badgering a customer - and I think in most cases Apple Store employees stay on the right side of it.

I rarely pass an Apple Store without at least ducking inside, even if I've no intention of buying anything. I'm not ashamed to say that I frequently use the in-store wi-fi to send e-mails, or use one of the display units to browse the web. I'm sure *some* people take advantage of Apple's policy - but they are far outweighed by the positive relationship it builds with people.

One thing I've noticed about Apple Stores: There always seems to be a positive energy going on. On a Tuesday morning, in the middle of a recession, the store is filled with people tapping away at iMacs and iPads, grooving to the iPods and snapping pictures with the iPhones.

I can't imagine Microsoft, let alone Google or Samsung, being able to pull off that kind of trick. Even if they hired Jonny Ive to design their products, they'd still find a way to dork up the retail experience.
Score: 5 Votes (Like | Disagree)
rdowns Avatar
181 months ago
I recall threads here on the pressure for Apple sales reps to "attach" AppleCare, One-to-One and MobileMe (formerly) so I call Bravo Sierra.
Score: 4 Votes (Like | Disagree)
sternfalter Avatar
181 months ago
Love not being hounded
Score: 4 Votes (Like | Disagree)

Popular Stories

iOS 26 Feature

iOS 26.1 to iOS 26.4 Will Add These New Features to Your iPhone

Wednesday October 1, 2025 1:26 pm PDT by
iOS 26 was released last month, but the software train never stops, and iOS 26.1 beta testing is already underway. So far, iOS 26.1 makes both Apple Intelligence and Live Translation on compatible AirPods available in additional languages, and it includes some other minor changes across Apple Music, Calendar, Photos, and Safari. More features and changes will follow in future versions,...
iPhone 17 vs Air and Pros Feature

New iPhones See 'Stronger Than Expected' Demand With One Exception

Thursday October 2, 2025 7:26 am PDT by
Nearly two weeks after the iPhone 17 series launched, analysts at investment banking firm Morgan Stanley said demand for the devices has been "modestly stronger than we originally expected," based on a combination of extended shipping estimates on Apple's online store and information it gathered from Apple's supply chain. There has been strong early demand for the iPhone 17, iPhone 17 Pro,...
space black mbp

Here's Every New Apple Product That Leaked Yesterday

Wednesday October 1, 2025 8:27 am PDT by
A handful of upcoming Apple products leaked yesterday, through a combination of YouTube videos out of Russia and U.S. Federal Communications Commission (FCC) documents that were released, despite Apple's confidentiality requests. The leaked products include an iPad Pro with an M5 chip, as well as updated MacBook Pro and Apple Vision Pro models. All of these devices had already been rumored...
Apple 2025 Thumb 1

Apple's 2025 Product Roadmap: What's Still Coming

Wednesday October 1, 2025 3:56 pm PDT by
Apple's two big yearly events, WWDC and the iPhone launch, are done and over with, but there are still some new products that we're expecting to see before the end of the year. Apple TV The Apple TV hasn't been updated since 2022, so it's due for a refresh. It doesn't look like Apple is going to change the design of its set-top box, but we can expect a faster chip Apple code suggests...
macbook air prime day 2025

M5 MacBook Air: Release Date, Features, and Performance Predictions

Friday October 3, 2025 3:39 am PDT by
The MacBook Air is Apple's most popular laptop – a thin, fanless machine that wields quiet power thanks to the efficiency of Apple silicon. While the M4 model isn't exactly old, attention is already turning to its successor. Apple doesn't telegraph new product launches ahead of time, but we can draw a surprisingly clear picture of what to expect by looking at Apple's silicon roadmap,...
Tim Cook Rainbow

Apple Event in October? Here's What to Expect

Monday September 29, 2025 9:31 am PDT by
Apple's annual iPhone event is in the rearview mirror, but rumors suggest the company plans to release a handful of additional products before the year ends. Will there be another Apple event this October? We discuss the possibility below. Apple in October Apple's most recent October events were in 2021 and 2023. In 2022 and 2024, Apple did not host an October event. Instead, it...
apple wallet drivers license feature iPhone 15 pro teal 1

Apple's iPhone Driver's License Feature Now Available in 11 U.S. States

Tuesday September 30, 2025 6:40 am PDT by
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps. Apple recently revealed that the feature would soon be available in North Dakota, and starting today, the feature has officially gone...
iPhone 17e Feature 1

iPhone 17e: All the Rumors So Far

Thursday October 2, 2025 4:55 am PDT by
Earlier this year, Apple released the $599 iPhone 16e – a budget-friendly late addition to its iPhone 16 series and a replacement for its long-running entry-level iPhone SE line. Given the iPhone 17 lineup has now launched, can we expect an iPhone 17e anytime soon? If you're holding out for a more affordable device with the 17 moniker attached, here's everything we know so far about the...
iOS 26 Everything New Feature

26 Hidden iOS 26 Tricks to Change How You Use Your iPhone

Wednesday October 1, 2025 9:16 am PDT by
Apple released iOS 26 in mid-September, bringing a range of new features and changes to iPhones across the globe. But not all of the included improvements have been showcased with Apple's typical fanfare, and many are likely to have been overlooked. Below, we've highlighted 26 lesser known additions and enhancements that could potentially change how you use your iPhone on a daily basis. Got...