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Can you imagine an official Apple store with units of the Apple II or the Lisa on their counters? It would have been entirely possible if a marketing plan that Regis McKenna had in his hands had gone ahead. This plan, created in 1976 , already proposed the opening of several Apple Stores throughout the United States.
It all started with Apple’s need to improve the marketing of the Apple II to increase sales. Steve Jobs and Steve Wozniak asked for help from marketing expert McKenna , and after several refusals and a wave of insistent calls from Jobs he agreed to create an eight-page strategy suggesting opening Apple stores.
Initially, the stores were to be for large customers, more oriented to high-volume sales and to train Apple employees who were in the area. But the plan was to gradually transform these centers into stores. Finally that did not become a reality until 2001 , with the first Apple Store opening in Tyson’s Corner shopping center in Virginia. Nothing better than leaving you with the video Steve Jobs shot for the occasion.