Hi everyone. As Apple celebrates its fiftieth year—and Apple Retail, its twenty-fifth—I figure now is a good time to announce that I’ve written a book! It’s titled SHOP DIFFERENT: HOW RETAIL REVEALED APPLE’S GENIUS. It will be published by HarperCollins on September 22nd.
How did this book come to be? Well, I met a young writer in the summer of 2023,
Zander Nethercutt, and he expressed interest in helping me tell my story. SHOP DIFFERENT is the result of that conversation—and many more. It is the untold story of the Apple Store from my perspective. And while it focuses on my experience at Apple, because you cannot understand the decisions I made there without understanding what I did before, I also share stories on my childhood and formative years in retail (at Mervyn’s and Target). Finally, I discuss my experience as CEO as JCPenney, where I learned the lessons success cannot teach—but failure certainly can.
One of the reasons I wrote this book is that books have changed my life. I still recall reading A Return to Love by Marianne Williamson in my early thirties, seeing her describe the world as a garden we are all called to transform, and imagining what it would be like to treat my team like a garden, in which everyone needed something different to thrive. I still recall implementing a lesson from Dallas Willard’s book, The Spirit of the Disciplines, about relentlessly eliminating hurry into Apple Retail, where specialists and creatives and Geniuses were empowered to spend time with customers and truly see them. I still recall
Stephen M. R. Covey's lesson in The 7 Habits of Highly Effective People about starting with the end in mind—and how that helped the teams I led execute strategies like design at Target and, of course, a store at Apple that would win not by selling customers, but by serving them.
My first priority with this book was creating something that people would love to read, and if the early reviews are any indication, I think we’ve done exactly that.
Fred Anderson, former Apple CFO and board member, described it as “a thoughtful, personal, and engaging account of a pivotal chapter in Apple’s history.”
David Pogue, a writer—and author of Apple: The First 50 years, wrote, “Wow, what a beautiful job…and beautifully written.” And Laurene Powell also “loved” the book, noting its focus on “the sense of community that physical spaces can inspire.”
It was a privilege to lead Apple Retail, and it is an honor to now be sharing my perspective on it. SHOP DIFFERENT is available for preorder now on our website,
https://lnkd.in/eFGmfYhv.
I hope you enjoy the book.