Ron Johnson, the executive Steve Jobs recruited to create Apple's retail business, is offering a detailed account of how the company's stores took shape in a new book called Shop Different: How Retail Revealed Apple's Genius. Written with Zander Nethercutt, the book is scheduled for release on September 22.

Johnson joined Apple on February 1, 2000, after serving as vice president of merchandising at Target. Working with Jobs and other Apple leaders, he helped develop the retail strategy, assemble the initial team and plan the first locations. Apple's first two stores opened in May 2001.

The stores later became prominent destinations and retail anchors in more than 20 countries, but Johnson's account describes a less certain beginning. Early locations struggled, and Apple had to refine its approach before the business developed into one of the company's most recognisable customer-facing operations.

How Apple designed its first stores

Apple's retail planning included building a full-scale store mockup in a Cupertino warehouse. While that detail has been known for years, Johnson's book provides additional context about the decisions behind the experiment and the conversations that shaped Apple's direct retail strategy.

Johnson also recounts early discussions with Jobs about the purpose of opening stores, the difficulty of finding suitable real estate and Jobs' initial response to the proposed “Genius Bar” name for in-store technical support. The broader goal was not simply to sell products, but to create a place where customers could discover Apple technology and receive help.

Why Apple changed its retail leadership

In an interview about the book, Johnson said Apple's retail operation has largely stayed faithful to its original mission. He particularly praised the company's continued investment in store quality, locations and employee standards rather than pursuing store count alone.

Johnson also discussed the leaders who followed him. He said John Browett brought an operations background, while Angela Ahrendts came from luxury fashion retailer Burberry. Deirdre O'Brien, who has been with Apple since the early development of its stores, later brought deeper connections to the wider company.

According to Johnson, that internal experience helped integrate retail more closely with Apple's headquarters and made it easier to bring talent from other parts of the company into the stores. He also praised Vanessa Trigub, who was named to a vice president role overseeing retail operations under O'Brien, describing her as a strong leader with a clear customer-focused vision.

Apple stores and new product launches

Johnson said Apple's stores remain particularly important when the company introduces a new product category. Speaking before Apple's unveiling of the iPhone Duo, he addressed reports that the device would use a foldable design.

He expected stores to attract unusually large crowds during September and October because customers would want to see and try a major new form factor, even if they did not plan to buy it. For Johnson, that kind of hands-on product experience was a central reason Apple built its retail network in the first place.

Shop Different also covers Johnson's time at department store Mervyn's, his move to Target, his departure from Apple to become CEO of JCPenney and his unsuccessful effort to turn around that retailer. The book includes personal reflections on his relationship with Jobs during the Apple founder's illness and final years.

The book is available for pre-order through Amazon and other retailers ahead of its September 22 release.