The need for own stores can be attributed to following reasons:

1. Many of the apple products were directly sold from internet. They followed
a direct selling strategy. Hence, setting up own stores served as extension
to their strategy.
2. Apple considered high customer involvement in the purchase of their
products would build up brand loyalty and thus a differentiating value
preposition could be build up as compared to its competitors.
3. The separate store was instrumental in increasing brand visibility to
greater extent
4. The strategized that separate store would help them in changing
customer perception about the computers and software. The look and feel
concept at the store helped customers to connect to the computer and
enabled them understand what they can do to a computer.