A new book co-written by Ron Johnson, the original head of Apple retail, reveals how and why Apple Stores were created, though the telling suffers from being the authors' first work. Apple is nearing the end of a five-year plan to open or remodel around 50 Apple Stores worldwide, which is about 10% of the total number of stores. Apple's retail business has been an extraordinary success for a quarter of a century.

The book, 'Shop Different' by Ron Johnson and Zander Nethercutt, explains that Steve Jobs was deeply involved in every aspect of store development, and the stores were a costly investment when Apple was not yet wealthy. Johnson argues the stores were a necessary move for Apple's survival, not a wild gamble. At the time, Apple struggled to sell Macs through third-party retailers like Best Buy, where price-focused salespeople did not motivate customers to try the product.

Apple Stores were designed to let people experience the products, with free advice at Genius Bars, a contrast to paid support elsewhere. The first stores opened at Tysons Corner in 2001, where children played on iMacs—now approaching 30 years old. The book captures a pivotal moment when Jobs had returned to Apple and the company was rising from near-collapse.