Amaya Toman Namuhla, izitolo ze-Apple ezingxenyeni ezihlukahlukene zomhlaba ziyindawo ekhethekile, esetshenziselwa ukuthengwa kwemikhiqizo ye-Apple kuphela, kodwa futhi nemfundo. Indlela eyahanjwa yizitolo zakwa-Apple ngaleso sikhathi yayinde impela, kodwa kwakuyiphrojekthi yokuvelela kusukela ekuqaleni. Esihlokweni sanamuhla, sizokhumbula ukuvulwa kwesitolo sokuqala se-Apple.
NgoMeyi 2001, uSteve Jobs waqala uguquko emkhakheni wokuthengisa amakhompyutha. Umemezele emphakathini uhlelo lwakhe olunentshisekelo yokuvula izitolo zokuqala ezingamashumi amabili nanhlanu ezinophawu lwe-Apple ezindaweni ezahlukene kulo lonke elase-United States. I-Apple Stories yokuqala yokuqala evuliwe yayitholakala eTysons Corner eMcLean, eVirginia naseGlendale Galleria eGlendale, eCalifornia. Njengoba kuyisiko nge-Apple, inkampani yama-apula ayizange ihlele ukuyeka "nje" ukwakha isitolo esivamile. I-Apple yaklama kabusha kakhulu indlela ubuchwepheshe bekhompyutha obuvame ukuthengiswa ngayo kuze kube yileso sikhathi.
Igalari yezithombe
I-Apple kudala ibonwa njengesiqalo esizimele segaraji. Kodwa-ke, abameleli bayo bahlale bezama ukwethula isici "sokucabanga okuhlukile" kuzo zonke izindawo zemisebenzi yenkampani. Phakathi neminyaka yawo-1980 no-1990, isistimu yokusebenza ye-Microsoft Windows yavikela izindinganiso zokuthunyelwe kanye nama-PC akudala, kodwa inkampani ye-Cupertino ayizange ime ekutholeni ngokuphindaphindiwe izindlela zokuthuthukisa ulwazi lwamakhasimende lokuthenga imikhiqizo yayo.
Kusukela ngo-1996, lapho uSteve Jobs ebuyela e-Apple ngokunqoba, wabeka imigomo embalwa eyinhloko. Phakathi kwazo kwakukhona, isibonelo, ukwethulwa kwesitolo se-Apple esiku-inthanethi kanye nokwethulwa kwamaphuzu okuthengisa "esitolo-esitolo" kunethiwekhi yezitolo ze-CompUSA. Lezi zindawo, abasebenzi bazo ababeqeqeshwe ngokucophelela ekuhlinzekeni amakhasimende, empeleni zasebenza njengohlobo lwesibonelo sezitolo ze-Apple ezinegama elizayo. Njengesiqalo, lo mbono wawumuhle ngandlela thize—i-Apple yayinokulawula ukuthi imikhiqizo yayo izokwethulwa kanjani—kodwa yayikude kabi. Izinguqulo ezincane ze-Apple Stores zazivame ukutholakala ngemuva kwezitolo "zomzali" eziyinhloko, futhi ngenxa yalokho ithrafikhi yazo yayiphansi kakhulu kunalokho okwakucatshangwa u-Apple ekuqaleni.
Kungaba njalo okuthakaselayo
U-Steve Jobs ukwazile ukuguqula iphupho lakhe lezitolo ze-Apple ezinophawu lwaba ngokoqobo ngo-2001. Kusukela ekuqaleni, izitolo zakwa-Apple zazibonakala ngomklamo ophuphile, onemininingwane, omuhle ongaphelelwa isikhathi, lapho i-iMac G3 noma i-iBook yagqama njengeqiniso. amagugu emnyuziyamu. Eduze kwezitolo ezijwayelekile zamakhompiyutha ezinamashalofu akudala nama-PC ajwayelekile, i-Apple Story yayibonakala njengesambulo sangempela. Indlela yokuheha amakhasimende igandaywe ngempumelelo.
Ngenxa yezitolo zayo, i-Apple yagcina ikwazile ukulawula ukuthengisa, isethulo nakho konke okuhlobene nayo. Kunokuba kube isitolo sekhompyutha, lapho iningi labantu elivakashela khona izingcweti nezigelekeqe, i-Apple Story ibifana nezitolo zokuthenga ezithengiswayo ezinezimpahla ezithengiswa kahle.
USteve Jobs umelwe yi-Apple Store yokuqala ngo-2001:
https://www.youtube.com/watch?v=xLTNfIaL5YI
Imisebenzi isebenze eduze no-Ron Johnson, owayengusekela mongameli wezokuthengisa e-Target, ukuze adizayine futhi acabangele izitolo ezintsha zomkhiqizo. Umphumela wokubambisana kwaba ukuklanywa kwesikhala solwazi lwamakhasimende olungcono kakhulu. Isibonelo, umqondo we-Apple Store wawuhlanganisa i-Genius Bar, indawo yokubonisa umkhiqizo kanye namakhompyutha axhumeke ku-inthanethi lapho amakhasimende angachitha khona isikhathi esiningi ngokuthanda kwawo.
"Izitolo ze-Apple zinikeza indlela entsha emangalisayo yokuthenga ikhompuyutha," kusho uSteve Jobs esitatimendeni sabezindaba ngaleso sikhathi. "Esikhundleni sokulalela ukukhuluma ngama-megahertz nama-megabytes, amakhasimende afuna ukufunda nokuzwa izinto angakwazi ukuzenza ngekhompyutha, njengokwenza amafilimu, ukushisa ama-CD omculo womuntu siqu, noma ukuthumela izithombe zabo zedijithali kuwebhusayithi yomuntu siqu." Izitolo zokuthengisa ezinophawu lwe-Apple zivele zimake ushintsho oluguquguqukayo endleleni ibhizinisi lekhompyutha okufanele libukeke ngayo.
