With over 300 stores in the US (and growing), Apple has managed to attract quite a following to its retail locations. The stores consistently stay packed, carry a supreme selection of products, and customers usually leave with a huge grin on their faces. But, what does it take to get to that point? What exactly goes into an Apple Store launch, and how grueling is the long waiting period before the store is actually opened to the public? As a frequent write for Maclife.com and a huge Apple fan, this writer is here to tell you all about the days leading up to South Carolina's brand spankin' new Apple Store.
General Information
I live in the Upstate portion of South Carolina, in the Greenville and Spartanburg area. Despite what most people have to say about Apple, Inc. in our area, there are plenty of Mac users, and even more who are reliant on their iPhones and iPods.
But of course, with plenty of Mac users, what are they do if they live in a city without an Apple Store? Where do they take their devices to a Genius Bar for service? In this case, they'd have to trek 180 miles (round-trip) to the South Park store in Charlotte, NC; or take their misbehaving device to oneofthe three stores near Atlanta, GA (352 miles round-trip).
Needless-to-say, this area was in desperate need of an Apple Store.
The Planning
Beginning in 2007, people in Greenville, SC started hearing rumors that Apple was scouting the area for a place to build a retail store. A few months later, they then learned that Apple had finally settled on a place: Magnolia Park (on the former site of the Greenville Mall). The Greenville Mall was set for demolition and would give way to a new retail park.
But then the recession hit. Magnolia Park was just a dream that still, to this day, isn't a reality. Apple had to search for a new place to build a store, but it wouldn't look at Greenville for a few more years.
The Charleston Store
In 2008, Apple announced the opening of the King Street retail store in Charleston, SC. Many people who lived Upstate, including myself, were crushed at this announcement. Would we ever get an Apple Store?
The Long Wait and a Shining Lite
In late 2009 and early 2010, we learned that Apple had began scouting locations again, this time at the Haywood Mall--one of the largest malls in the state. The mall tenants, like other stores in the area, had been going through a restructuring period during the rough economy. This meant that there were enough vacancies for Apple to set up shop.
In 2010, a job listing on Apple's job section confirmed that Apple would be coming to Haywood Mall. A forum post would later keep all who wanted more information informed almost daily on the building process.
The Building Process, More Waiting, and More Building
While Apple was going through rounds of interviews in early April/May, the store was under heavy construction. In standard Apple-style, a facade was erected to keep the prying eyes of passersby out of the construction site. This part seemed like it took forever, as more and more people began building up anticipation for the launch.
Soon, part of the mall parking lot would be home to almost 100 crates filled with steel, glass, unicorn dust, and other magical elements that go into designing an Apple Store. A simple glance in the direction of the construction site confirmed that this was going to be a giant store, especially because Apple took up two store lots.
The building then progressed. I must have passed by that facade three to four times a month, just waiting, wishing, wondering and hoping that the Apple Store would open soon.
We Get the News
On Tuesday, July 6, 2010, the facade was finally taken down. You could see the beautifully crafted aluminum exterior of the store. However, Apple had left black plastic veil over the front of the store, almost as if it were a brand-new Mac ready to be unwrapped.
Two days later, Apple began sending out emails to all who live in the area and had registered an Apple product. The message said:
"Come to the new Apple Store, Haywood Mall, and bring your curiosity. It's the best place to get set up with the new iPhone 4, learn all about the Mac, see the amazing things iPad can do—even get advice for your business."
The official opening date was scheduled for July 10, 2010 at 10:00 a.m.
Opening Day
Click image to embiggen
This was the first Apple Store Grand Opening I've attended, so I didn't know what to expect other than what I've heard from others. When I arrived at 8:00 a.m., I thought I would be near the front of the line. Well, I guess you could say I was--if you believe that 120 people ahead of you is the "front of the line."
As the minutes grew closer to 10:00 a.m., the line grew to about 1,000 people. Then, out of nowhere, Apple Store employees with blue shirts came running out from the store, chanting "Let's go Apple, let's go!"
The employees spent about 10-15 minutes before the store opening to go around and give everyone in line a high-five, then they proceeded to run upstairs in the mall, still chanting their mantra. It was madness, but oh-so-fun at the same time.
Soon enough, we were let into the store, greeted by the employees at the door handing out free t-shirts. I was making my very first purchase: an iPhone 4 Bumper.
There were roughly 100-200 people let into the store at a time, each making tons of purchases. People were purchasing iPhones, iPads, and even Macs.
Would I Do it Again?
Absolutely, except the next time I go to an Apple Store opening, I'll be more inclined to bring my iPad and a lawn chair. And, I might get there a little earlier. But, the experience was like none other. It was great just to be around others who share a similar interest and love the same Apple products that I do.
If you've never been to an Apple Store opening before, I would highly recommend going if you get a new store in your area.
whenever someone starts doing well, a whole group of people become extremely active and at serious unrest. There is no depth they will not sink to in order to create a negative image for that company, person or product. You have any idea how much this group suffers by every positive news it comes across about the company, person or product? (look at the ipad sales article here lately, infact a lot others too)
If you couldn't tell, I found your remark a bit offensive and after being a MacAddict, subscriber for a very long time, I shall find a source for my leisure reading and will be terminating my subscription. Thanks guys.
I am sorry, but I don't know why you went "ballistic" over this article. Yes I understand your point about service and yes, authorized dealers are usually the best vs the apple store genius'. But I think his article overall was telling about the "experience" of an apple store, which sorry to say you won't usually get at non apple store authorized dealers.
Wow, really!? I would have thought that by being a "journalist" you would have been a bit more objective and would have simply acknowledged that there are other places to take Macs to be fixed other than Apple Stores.
Perhaps I should have prefaced the fact that I am and Authorized Service Technician, Apple user since I was 5 (Apple Classic II with 8bits of color glory) have had almost every Apple product minus the iPod HiFi, about to take the server certifications exam, own a G4 cube and use it as a Art piece on my mantle above my fireplace, work for an Apple Specialist. The store at which I am employed, NOT AN APPLE STORE, I work among service technicians who have been doing their jobs LONG before there was ever even the idea of and Apple Store, and 2 of which who have their Server Certs (Something that I have yet to find any of my friends who work at the Apple Stores near I live, 2 of them, even beginning to consider getting.), Another coworker has about 12-15 years of programing experience, was a former Apple employee, and occasionally is called up by one of the local Apple stores to help trouble shoot Apple Scripts they use.
The business which I work for thrives on service because of our "expertise" and often having to fix things that Apple either didn't know how to do or tried to fix and just made it worse. Prime example; local cinematographer's MacPro that had a bad logic board yet Apple told him buy a new one because they couldn't figure it out after 4 days and it was 2 months outside of warranty. I personally have fixed customer's machines because the Genius at an Apple Store didn't have any experience working on MacPro's, didn't understand how to use professional video editing equipment, or knew nothing about machines that were older than 3 years.
Now don't get me wrong, the Apple Stores are fine and dandy. I enjoy an over night camp out for launch day just as much as any other Apple nut out there. But, here in my neck of the woods, Apple Specialist stores are just as capable and have just as much "expertise" as any of the three Apple Stores in my home state.
Wow, you must not be a very long time Apple user which blows me away as a writter for MacLife. Although you are correct with Apple Stores being some ways away from your home in SC but, as any Apple user longer than 10 years would know about Apple Specialist stores and Authorized Service Providers. I once lived in Charlotte NC and there are quite a few of them there. People all to often think that they HAVE to go to a corporate Apple store that can often be very far away there are Authorized Service providers who may be able to fix things faster than Apple.
I have actually been a Mac user since 2004, and I do know about the Authorized Service Providers. We have one specialist store near us (called iPlace), but it just isn't quite the same as an Apple Store. While I'm sure the Authorized Service Providers could do just as good as a job, I would rather have someone at an Apple Store (or the AppleCare service center) repair my Macs and Apple gear as they can have more access to items and expertise.
There are definltely far more Apple resources near Charlotte, NC, as there are more Apple users in that area.
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