Ron Johnson’s new book, Shop Different: How Retail Revealed Apple’s Genius, co-written with Zander Nethercutt, recounts his role building Apple’s retail stores and launches Tuesday, September 22. Johnson—previously vice president of merchandising at Target—joined Apple on February 1, 2000 and worked with Steve Jobs to develop the vision that led to the company’s first two stores in May 2001.
Apple retail origins
The book traces Johnson’s retail background at Mervyn’s and Target but centers on his work at Apple, including early trials, a full-scale store mockup built in a Cupertino warehouse, and the weak initial performance that preceded later success. Apple retail stores are now described as iconic landmarks and mall anchors in over 20 countries, a result that Johnson details alongside the practical challenges of securing prime real estate and defining the stores’ support services.
Johnson recalls early meetings with Jobs that shaped the stores’ philosophy and features such as the support counter name that became the “Genius Bar.” He also recounts operational priorities established at launch: “I tell a story in the book where Steve said, you know, \”What are the ten things you need to do well?\” And one of those was inventory…inventory management. Well, Deirdre kind of led the team that managed the inventory. And so she was involved with the stores before we opened our first one.”
Succession and legacy
Johnson writes about touching moments with Jobs as pancreatic cancer took its toll and covers his own departure and later career, including his move to CEO of JCPenney—a period he describes as difficult, with misgivings about leaving Apple and an inability to turn JCPenney’s fortunes around.
Asked whether Apple retail’s evolution since “his departure fifteen years ago” has stayed true to the original vision, Johnson said: “You know, really, honestly, I do. I’m very impressed… now I think the stores are really fulfilling, fabulously well, the initial mission and vision we had for the stores. You know, so I’m really impressed.” He reflected on the succession of retail chiefs—John Browett from Dixons, Angela Ahrendts from Burberry, and longtime Apple executive Deirdre O’Brien—saying Apple moved from external retail hires to an internal leader to strengthen connectivity between stores and Apple headquarters.
Johnson praised Deirdre O’Brien’s knowledge of Apple and her ability to bring internal talent into retail, and he had particular praise for Vanessa Trigub, who was named last year to a vice president role heading retail operations under O’Brien, calling her a “fabulous leader” who “has a great vision for how to serve customers.”
Johnson’s conversation occurred a few days prior to last week’s unveiling of the iPhone Duo; he acknowledged the rumors about the device and predicted a retail impact: “What a great opportunity when this new, supposedly foldable phone comes out. Now, I think the stores will be more crowded during September and October. They’ll be more crowded than in years. Because, remember, one to two billion people that are on iPhones, that use them every day. And even if you’re not going to buy the new one, you want to go see it, right? Because it is a major new form factor that would change your experience of using it. So I think that’s what the stores were built for, is to help launch new products and I expect the stores to be incredibly busy.”
Shop Different: How Retail Revealed Apple’s Genius is available for pre-order now through Amazon and other book retailers and launches Tuesday, September 22.
