Apple isn’t in the phone business or the computer business. It is in the business of selling you the person you want to be.
Why would anyone go to a store, when they could gather in a square? One comes to the Apple Town Square not to do something as gauche as commerce, but to associate and wander and learn.
Do you remember when the first iPhone came out? One thing I remember, strongly, is that it was a replacement for a lot of other stuff. Before the iPhone, perfectly reasonable people who had no more pockets than we do today often carried around a cell phone, an iPod (or another MP3 player) and sometimes even a camera too. More than a decade ago, I wrote of the original iPhone that it “brings together several features of the iPod, digital camera, smartphones and even portable computing to one device, with a widescreen display and an innovative input method.” It genuinely offered more convenience and a better way of doing things. It went on to redefine not just the marketplace for cell phones, but also computers, communication, the economy, and our very culture. It was, to put it mildly, utterly wild.