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Where Apple Went Wrong With Its Retail Experience

Current and former Apple employees say the stores have become mostly an exercise in branding and no longer do a good job serving actual shoppers. Meanwhile, the quality of staff has slipped during an 18-year expansion that has seen Apple open more than 500 locations and hire 70,000 people. Apple veteran Deidre O’Brien, the company’s new retail chief, is charged with helping the brand regain its retail mojo.

Read the whole story at Bloomberg »

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