Question: Apple introduced the Apple retail store in 2001 when it had less than 3% of the computer market - prior to its introduction of the

Apple introduced the Apple retail store in 2001 when it had less than 3% of the computer market - prior to its introduction of the iPod. Previously Apple computers were sold (and continue to be sold) through local computer retailers such as Best Buy, Costco and other electronic outlets.

What do you think prompted the idea for Apple's new retail strategy?

What were the risks associated with this strategy?

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