May 20, 2001: The Apple Store Is One Day Old

When Apple first unveiled its plans for brick and mortar Apple stores, skeptics had a field day. There were plenty of good reasons to think the stores would flop. Gateway had tried a similar ploy and their stores were draining money from the company.

Independent Apple resellers were also upset, fearing that their sales of Apple products would be slashed. It felt like a train wreck waiting to happen but Apple was firm in its convictions, feeling that Apple stores could help convey the ethereal Apple experience throughout the buying process.

Amid all the naysayers and complainers Apple opened its first store in McLean, Virginia. The store featured carefully designed displays, a genius bar where users could talk to a Mac expert, and free bottled water. The experiment in Apple retail was 24 hours old on May 20, 2001.