Shop Different: How Retail Revealed Apple's Genius

The store you know. The story you don’t.

When Steve Jobs hired Ron Johnson to create the Apple Store in 2000, con­ventional wisdom said that the inter­net would put stores out of business. By the time he left Apple in 2011, Johnson and his team had created the most respected and profitable retail stores in the world. And even then, skeptics were still predicting the death of physical retail.

In Shop Different, Johnson reveals how it happened: how he earned Jobs’s trust, how they developed a v...