As the two following website extracts explain, Apple’s focus on prototyping, observation and iteration was a large part of the huge success of Apple Stores.
Drexler gave Jobs a piece of advice: Secretly build a prototype of the store near the Apple campus, furnish it completely, and then hang out there until you feel comfortable with it. So Johnson and Jobs rented a vacant warehouse in Cupertino. Every Tuesday for six months, they convened an all-morning brainstorming session there, refining their retailing philosophy as they walked the space. It was the store equivalent of Ive’s design studio, a haven where Jobs, with his visual approach, could come up with innovations by touching and seeing the options as they evolved. “I loved to wander over there on my own, just checking it out,” Jobs recalled.
http://www.cultofmac.com/168770/how-the-ceo-of-gap-helped-create-the-first-apple-store/
Jobs stormed off to his office, but returned within an hour in a better mood, having realized that virtually every great project at Apple, “had been shelved and started over.” For example, Johnson said the current iMac design was considered finalized–and then the design was tossed out and the process was restarted, to eventually come up with the current design.
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