This place truly feels like home with its beautifully designed interiors and warm atmosphere. 90 minutes there and 0 of 3 things were properly fixed. They can't fix anything and lie about the repair process. This Summer, five years later, I found it behind the bookcase. Moreĭefective Apple Watch, Genius Bar appt: My family bought a 2017 Apple Watch, valued at $399. “We thought putting something out that people really cared about was a way to put a smile on someone’s face and say ‘we’re here for you Boston.Service was fast, professional, and friendly. “We just thought it was fun,” Johnson said. For several weeks before the store’s opening, Apple made a rare break from its uniform marketing message and tipped its baseball cap to the Boston Red Sox, veiling the building in a wooden facade painted to resemble the Green Monster of nearby Fenway Park. The store’s layout and size aren’t the only things that distinguish the Boylston Street location from most of its counterparts. The store will also feature training for younger Apple users, with summer camp programs and school nights where kids can come with their classes. Johnson said that Apple already has 15,000 One to One members in the greater Boston area. Not only does it boast the Genius Bar, which can serve up to 1,000 people a day, but the third floor also has what Apple has dubbed a “studio” section for hosting One to One personal training sessions, including Pro Labs-month long sessions comprised of four two-hour sessions on music, moviemaking, and more. The Boylston Street’s Genius Bar can serve up to 1,000 customers per day.īut Johnson described the third floor as something that really set the store apart. The second floor, meanwhile, features iPods, iPhones, and third-party products. There are more than a hundred Macs on display, each with full Internet access and the complete suite of programs customers might want to try out. The first floor, for example, is all about the Mac, which Johnson called the foundation of the company. Three floors, connected by a central glass and steel spiral staircase, are each targeted at specific products and tasks. While the materials might be similar, the store’s layout differs from many of Apple’s other locations. “It’s a common palette of materials,” he said, “both old and new.” Like most Apple stores, the Boylston Street location features copious amounts of glass and stainless steel, though Johnson also pointed out that the stone that makes up the floor is the same used in sidewalks in Florence, Italy. “We’re highly confident that we’ve built a store here that is going to have a great environmental impact.”Īpple Stores are designed by a team that is personally overseen by CEO Steve Jobs, so it’s little surprise that the Boston store is constructed largely from the same materials used in Apple’s other retail outlets. And while the large amounts of glass and metal in the store’s construction might present an air-conditioning challenge, Johnson also said that Apple worked hard to utilize natural light where possible to reduce heating costs in the winter. In addition, the store is set up to collect and filter rainwater in order to help rebuild the Back Bay’s water table, an issue that both Johnson and Menino said was important for the city. “You’d kind of want to hang out there, if you could, bring out your lawn chair,” Johnson said.Īpple senior vice president for retail, Ron Johnson, introduced the new store at a media event. For example, the company planted natural grass on the building’s roof in an effort to provide some greenery in the urban environment. According to Johnson, Apple hopes to attract five different types of customers to its stores-people who live in the area, people who go to school in the area, people who work there, people who play or shop nearby, and tourists who visit.Īpple also made an effort to keep the building environmentally friendly as well. The Boston store is one of 45 that Apple plans to open during its 2008 fiscal year the company also plans brick-and-mortar efforts in Australia, China, and Switzerland.Īpple’s new Boston store is the largest in the US.Īpple executives see the retail stores as a way to get more out of the company’s Mac business. The retail stores brought in $1.45 billion in second-quarter revenue, Apple The company now has 210 stores around the world-183 in the U.S., with 15 in the U.K., seven in Japan, four in Canada, and one in Italy. But in 2008, it’s the largest store in the U.S.”Īpple’s retail efforts have grown considerably since Apple first eyed downtown Boston as a potential site for one of its stores. “If we had opened it in 2005, it would have been a two level store. “If we had opened this store in 2001, it would have been one level,” Johnson said.
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