How Apple Makes Its Stores Feel Like Churches

By Published on September 30, 2015

And Apple, more than any other technology company, has been able to access both these experiences, the individual and the collective. “They feel iconic, like an emblem of the personal,” says Robles-Anderson. “And yet it’s a cult. Right? It’s so obviously a cult.”

… We walk inside. It’s light and bright, and immediately in front of us, a wide staircase of opaque glass sweeps up to the second floor.

This is an old, old trick. “It’s used in ziggurats, even,” Robles-Anderson says. “It creates a space that emphasizes your smallness when you walk in. You look at something far away, and that makes your body feel like you’re entering somewhere sacred or holy.”

To enter that sacred space, first we have to walk up a few stone steps. They’re wide and deep, enough that you have to slow down just a bit to walk up them. Steep and narrow steps create the same effect in that they make your body feel as if something important is happening. Above, a massive skylight, stretching the length of the room, lets in the light. To the right and left are the tables with phones and watches arranged around the periphery—a clue that this is not supposed to be an individual experience. Even when you are holding the phone in your hand, you are gathered around a table with others. There are no aisles here to sequester yourself in: thanks to the open floor plan, you experience the phone together with everyone in the store.

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The Habit of Nearness
Robert J. Morgan
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