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2008年7月18日夜,北京三里屯苹果店门口排起了长长的队,其中以年轻男性为主,这是世界各地苹果专卖店发布新品时常见的景象。开业当天,全天入店顾客总数达到了7000人,这一数字大大超出了苹果预料。甚至我们都会产生一种疑惑:守在玻璃盒子外的3个人,是如何在30多个小时内变成眼前这一片黑压压的人群。他们中有一些人从北美或欧洲远道而来,脸带疲惫、拖着行李箱或者帐篷睡袋,但依然无法压抑高昂的情绪。数以千计的人们有序地拥挤着,目的只有一个:进入悬挂着一个缺口苹果的大玻璃盒子。如果地球上有一种宗教叫做苹果,那么史蒂夫·乔布斯将成为至高无上的教主,而那些用大量透明玻璃装饰而成的苹果零售店,将成为信徒不远千里前来朝拜的神殿。自小一直在那些连接着PC键盘上敲敲打打的我们——都对那只缺了口的苹果所焕发出的魔力一直感到迷惑,这种魔力超越了产品,延伸到那219间散落在世界各地的苹果零售商店身上。究竟是什么使它从“一个错误的决定”变成全球消费电子产品零售店的最佳典范?又是什么让诺基亚照本宣科却依然无法克隆它的辉煌?归根到底,是什么,让那么多人对三里屯的那家苹果专卖店趋之若鹜?
The night of July 18, 2008, Beijing Sanlitun Apple store lined a long queue in front of the team, mainly young men, which is the Apple store around the world when the new release of the common sight. The opening day, the total number of customers throughout the day to reach 7,000 people, a figure far beyond Apple’s expectations. Even we all have a question: how three people outside the glass box turned into the dark crowd in front of more than 30 hours. Some of them came from North America or Europe, exhausted, dragging their suitcases or sleeping bags in tents, but still could not suppress the high emotions. Thousands of people crowded in an orderly way, with only one purpose: to go into a large glass box with a gaping apple. If there is a religion on Earth called apples, then Steve Jobs will become supreme leader, and those with large transparent glass decorated apple retail stores, will become a believer traveled thousands of miles to visit the shrine. The fact that we had been knocking on our PC keyboards all the time - always puzzled by the magic of the lacking apple, has surpassed the product and extended to the 219 scattered in the world Apple retail stores around the body. What makes it from “a wrong decision ” into the best example of the global consumer electronics retail store? And what makes Nokia Nokia still can not clone it brilliant? In the final analysis, what is so much Sanlitun Apple store that people rush?