It remains to be seen the number of iPads, iPhones, and Macs; Apple ends up selling at its new Michigan Avenue flagship shop combined the Chicago riverfront. Tim Cook insists that's almost beside the point.
Apple's CEO informed Chicago TV reporter Charlie Wojciechowski that while "almost all shops are for selling, it's a small part of what we do in our shop."
Instead, Cook says, "Our shops are about service, supporting customers, being a location where people can discover and explore our products and schooling...A place where people can connect."
It's also rather an architectural accomplishment. The building has a 111-by-98 ft carbon-fiber roof which Apple said was made to be as thin as you can. The whole construction is supported by four pillars that permit the 32-foot glass facades to remain unobscured.
The store is the latest crown jewel in Apple's efforts to create over its shops, a portion of a collaboration effort between Apple design chief Jony Ive and Apple's senior vice president of Angela Ahrendts. Chicago was the site of Apple flagship store in 2003.
As part of its instructional efforts, Apple provides "Now at Apple" daily sessions in Chicago and for that matter at all of its retail stores internationally, covering photographs, music creation, art and design, coding and entrepreneurship.
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