Internal Apple video explains the idea behind Apple Stores

There are now nearly 400 Apple Stores across the globe, and while the majority of them is in the United States, Apple is actively expanding throughout the globe. What’s most important, though, is the way it builds its retail stores - not as just another store, but with a different philosophy. Apple stores with the Genius bar are a place that you’d visit if you owned the product to get training, they also have that modern atmosphere while preserving the roots of the place they belong to.

Interestingly enough, location is of crucial importance and nearly all Apple Stores are placed in central places.

The whole video walks us through a couple of stores giving us some unique footage of senior Apple management visiting the stores before launch. The whole video, work of New York’s Washington Square Films, is an impressive work and carries what is often called the Apple spirit. Check it out at the link right below.

• Apple Stores and the philosophy behind them