When Steve Jobs dreamed of opening the first Apple Store, he was certain the experience had to be as carefully crafted as that of a luxury boutique. To achieve this, he turned to none other than the CEO of Louis Vuitton, Bernard Arnault, for advice. That conversation, in which Arnault gave him a key insight, would end up shaping the way we enjoy every visit to an Apple Store today. A trick that truly transformed the way we understand tech retail.
The Louis Vuitton advice for Apple Stores that changed everything
It was 2001, and Apple was about to take a step that many thought was madness: opening its own stores. Until then, Macs and other products were sold in large chains like Sears or CompUSA, with no real control over how we experienced the purchase. Jobs wanted something different, something that would make us feel that walking into an Apple Store was a special moment.
That was when he decided to call Bernard Arnault, the mind behind Louis Vuitton’s global expansion, to ask how he should design a tech store that conveyed the same excitement as a luxury fashion flagship. Arnault suggested that Apple Stores should be located in the same strategic areas as the great fashion houses. Premium spots, surrounded by luxury brands that project exclusivity and desire, where the customer feels they are part of something very special.
Luxury as inspiration for the Apple experience
Thus, the first Apple Store opened in McLean, Virginia, following that approach. But it wasn’t all about location. And the advice wasn’t limited to the “where”, but also the “how”. Arnault insisted that the surroundings had to match the product. In his words, “the most important word in our business is desire, how to create desire.” And for that, a great product isn’t enough; it has to be presented flawlessly and in an atmosphere that sparks emotion.
Jobs embraced that idea and brought to his stores details that truly remind us of the most exclusive boutiques: the greeting upon entering, the arrangement of products, perfect lighting, and the exact angle of each device on the table. Nothing was left to chance. Everything was designed so the experience would make us feel part of something special. More than a place to buy, it is a space where we can “live” the brand.
Creating desire as the engine of success
Arnault told Jobs that in luxury, numbers are a consequence, not the starting point: “When you create desire, profits are a consequence.” That approach inspired Apple’s strategy of prioritizing experience and emotional connection over immediate sales.
Jobs also took away another important nuance: a balance between modernity and timelessness. Arnault called it “the great paradox of luxury”: being current without losing the essence that endures over time. Although Apple, due to the speed of the tech sector, couldn’t ensure that an iPhone would work just as well in 20 years, it could convey that sense of permanence through design, architecture, and service.
And in fact, this blend of modernity and timelessness is evident in many Apple Stores: clean lines, noble materials, natural light, and a style that will still look modern even a decade from now.
Twenty years later, the effect lives on
In 2001, opening a tech store inspired by Louis Vuitton’s luxury seemed like a risky gamble. Even influential voices like Michael Dell doubted its success. However, that first Apple Store laid the foundations of a concept that remains intact today: prime locations, minimalist design that conveys calm and modernity, products displayed with the excellence of museum pieces, and an experience designed to spark interest and emotional connection.
More than two decades later, the legacy of that vision can be felt in every visit. We see it when we go to an Apple Store to try a new iPhone, pick up an order, or simply spend some time exploring its new products. The queues at launches, the personalized attention, the unmistakable atmosphere… the parallel with Louis Vuitton or Hermès is clear: it’s not just about buying a product, but about living an experience we will remember.
It was a precise formula: intelligently chosen locations, spaces that invite you to stay, every detail fine-tuned, and a harmony between the new and the eternal. Today there are more than 500 stores in 25 countries, each capable of generating tens of millions a year (and some very iconic). And it all began with a single phone call.
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