Apple's products are expensive. They're not impulse buys, you don't just walk into an Apple Store and -- on a whim -- decide to buy a $2000 computer or a $900 p

Apple's products are expensive. They're not impulse buys, you don't just walk into an Apple Store and -- on a whim -- decide to buy a $2000 computer or a $900 phone. Instead you go there, try out a few options, go home, think about it, make a decision, then order. So I actually think it was the original approach that was muddled. If customers are coming to your store with research under their belt, you'd better have a product right for them.