Vogue Business:

Since 2015, Apple has opened a series of high-profile flagships to promote its brand, each requiring, in the company’s words, “substantially” more investment than its typical stores. “We are now opening fewer, larger stores so that you can get the full experience of everything that’s Apple,” Ahrendts explains as we pick our way past Carnegie Library’s historic pillars and through concrete and rubble to where a hard-hat brigade are inserting beacons into the walls.

It’s a continuation of founder Steve Jobs’s original vision. “Steve told the teams when he opened retail 18 years ago, ‘Your job is not to sell, your job is to enrich their lives and always through the lens of education.’”

It’s hard to argue with that original vision, seeing as it has created the single most profitable retail environment in the world.