Apple also recognized one of its big problems was marketing to the end user, in particular in big box stores where not many people knew and appreciated what Macs could do. Creating their own stores created innovation and an experience, rather than less than knowledgeable staff and price tag comparisons against the latest Dell PC. That meant letting go of some of the traditional stores and the chain of legacy Mac resellers. Of course, now, you can get Macs at Costco.
