The Apple retail store concept Steve Jobs helped launch in 2001 was called the Apple Store.
Apple opened its first two retail stores in the United States in May 2001, in Tysons Corner, Virginia, and Glendale, California. Jobs supported the idea of creating company-owned spaces where customers could try Apple products, receive technical help and learn through workshops.
The stores were initially viewed skeptically by some commentators because Apple was entering retail at a difficult time. They soon became an important part of the company’s customer experience and brand strategy. The design emphasized open product tables, specialist assistance and direct service rather than conventional sales displays.
The Apple Store is different from the iTunes Store, which is a digital media marketplace. It is also distinct from Apple’s online store, although both use Apple’s retail branding. The physical-store network later expanded internationally and became a visible part of Apple’s business under Jobs and his successors.