
Six years ago, Apple removed the Apple Store tab from its website.
No longer was there a central store-like place to visit online. Instead, each individual product page had its own Buy button.
File this under “Great Ideas That Aren’t So Great When You Really Think About Them.”
First, the new setup was counterintuitive. When we humans want to buy something, we instinctively look for a “store.”
Second, the online and offline Apple Stores were two sides of the same coin. One was simply the virtual version of the other. Suddenly that parallel was gone.
Imagine if the physical Apple Stores replicated the “improved” online buying experience.
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