• Why Apple is the best retailer in America
  "When we launched retail, there was a real cult-of-the-Mac mentality," he says. "But our goal was never to have a store for a cult. It was to be a store for everyone. So if you look around here," you see, in fact, the sort of group you'd see in diversity-recruiting brochures. Nor does the store feel like a cult. A club, maybe, in the sense that owning a Mac means joining something. Apple wants the purchase to be the beginning, not the conclusion, of a beautiful - and, it hopes, profitable - friendship.
  "Sorry Steve, Here's Why Apple Stores Won't Work," BusinessWeek wrote with great certainty in 2001. "It's desperation time in Cupertino, Calif.," opined TheStreet.com. "I give [Apple] two years before they're turning out the lights on a very painful and expensive mistake," predicted retail consultant David Goldstein.
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