Some quotes from Ron Johnson, senior VP for Retail in the wake of the Covent Garden Apple Store (London, UK) opening last summer.
"10 years ago, we decided that, as a company that wanted to win in innovation, we wanted customers to experience the product at first hand."
"Our primary objective is to create a place that people will love, we've not only created a store, we've created a place for people to be."
"Staff are taught to look in the heart, not the pocket book when dealing with customers. Staff are there to help you buy."
"We are looking to open larger stores to handle the increased traffic and to emphasis on significant stores offering iconic presences.
Source: Retail Week