Other stores have tried to copy the formula, but these feel like imitation rather than innovation.

其他品牌試著要複製蘋果的成功配方，但成果比較像模仿而不是創新。

Apple stores are a core part of Apple's brand and of spreading that brand.

蘋果直營店是這個品牌的核心，也是它壯大的關鍵。

Our stores are also the best place to go discover, explore, and experience our new products.

蘋果直營店也是個最佳的場所，來發現、探索、體驗我們的產品。

An Apple store is an Apple paradise, and anyone walking by can see this utopia because most Apple stores have big glass walls.

蘋果直營店可說是個蘋果天堂，每個經過的人都可一瞥這烏托邦的樣貌，因為多數直營店都有透明大玻璃牆。

When they see that other people are inside engaging with the product, there's this general social desire to belong.

當人看到店裡有許多人正在使用產品，他們會產生一種社會歸屬感的渴望。

That's Jim Mourey.

這是 Jim Mourey。

He teaches marketing at DePaul University.

他在德保羅大學教行銷。

And so there's this FOMO, like, "fear of missing out" quality of wanting to go inside and see what the new thing happens to be at the store.

還有社群恐慌症會使人想要進去，看看店裡有什麼新奇的事情發生。

And once customers get into the store, they tend to stick around because Apple stores are just plain cool.

而一旦顧客進到店裡，他們通常會待蠻久的，因為蘋果直營店就是酷！

Each store's design is as sleek and modern as Apple's products.

每家店的設計都和蘋果的產品一樣潮又時髦。

The flagship stores even double as tourist destinations.

旗艦店更是直接變成觀光勝地等級。

Each one is like a beacon, with multiple floors, indoor trees, and incredible architecture.

每間旗艦店都像燈塔一樣閃耀，有多樓層、室內植栽，與驚人的建築設計。

Apple stores wow customers with more than just the products, and the stores are filled with visual cues that get the customers' attention.

蘋果直營店讓顧客發出驚嘆的不只有產品，店裡還有許多能抓住顧客目光的東西。

You can see every shiny new model on display.

他們會展示每個最新款式的產品。

After the using the iPhone 11, you know exactly how much better it is than your old iPhone 7.

實際操作 iPhone 11，你可以親手測試它比你手上的舊 iPhone 7 好上多少。

Once people have their hands on something, they're more likely to purchase it.

一但人們實際操作了某項東西，就比較容易買下去。

As soon as they feel some sense of ownership of the product, they actually value it more once it's in their possession.

對某產品產生想擁有的感覺後，人會在真的得到後更愛惜它。

And this adds a reason to go to the store.

這又讓人多了一個理由去實體店面。

Even if you're not planning on buying anything,you can go just to play with the new products.

即使你並不算購買任何東西。你還是可以去把玩新產品。

The longer you keep people in the store, the more likely they are to buy something.

讓人們待在店裡越久，他們就越可能掏錢買東西。

They're carefully curated, and they change seasonally to always feature our newest products and services.

精心策劃、每季更新，就為了符合我們的最新產品與服務。

There's this notion of the pain of paying.

有個概念叫「支付的痛苦」。

When we know we're in an expensive store, the more we can sort of mitigate that feeling of pain, by, like, maybe hiding the price tags and the sticker shock, the better off we are.

當在一間昂貴的店家，我們越是試著減輕自己的痛苦，如把價錢藏起來，或避免看到標籤的價格，就能讓自己越好過。

Mourey explained that when you feel that a price is unfair, you actually have more activity in your amygdala, a part of your brain that processes emotional pain.

Mourey 解釋，當你認為價格不太公道時，杏仁核的活動其實會更活躍，杏仁核是大腦處理痛苦情緒的地方。

You can almost imagine it as like a, you know, a plus and a minus, and if the plus outweighs the minus, then I'm more likely to purchase it.

你可以把它想像成，一正一負的概念，若正方高過於負方，那你就更容易購買該產品。

In an Apple store, the price tags are very small.

在蘋果直營店裡，價格標示得非常小。

So even though the products are expensive, you're not thinking about the price.

所以，即使東西很貴，你腦裡想的也不會是價錢。

Good for the amygdala.

真是謝囉，杏仁核。

There's also an aspirational quality to Apple's products.

蘋果的產品也給人一種高貴的感覺。

With Apple devices, loyal customers feel like they're getting the best of the best.

對果粉而言，蘋果的產品就是最好中的最好。

There are no giant "sales" or "clearance" stickers that devalue the products, and the staff makes customers feel important by showing individualized attention.

店裡沒有會降低產品價值的大型「特價」或「出清」標示，且店員會以個人化的服務來讓顧客感到受重視。

We want to make the happy experience and the ease, the convenience as great as possible and minimize that inconvenience or that pain of paying as much as possible.

我們想要創造快樂的回憶與舒適感，越方便越好，並最小化不便感，與付那麼多錢的痛苦。

It turns out Apple is really good at this.

結果蘋果在這方面做得非常好。

When it's time to check out, there's no line and no cash register.

當要結帳時，店裡並沒有排隊人潮，也沒有櫃檯。

Painless.

無痛。

The phone you've been playing with for the past 20 minutes is now yours.

剛剛把玩了 20 分鐘的手機，已經是你的了。

And you told yourself you weren't planning on buying anything.

你還說你不打算買東西。

In the last few years, Apple has created even more reason to go to an Apple store, adding free classes called "Today at Apple" on topics like photography and coding.

近年來，蘋果更創造了更多應該去蘋果直營店的理由，也就是免費課程「Today at Apple」，主題包含攝影與編碼等。

These classes are also a part of Apple's vision for its stores as a part of the community.

這些課程，也是蘋果要將直營店打造成一個社群的手法。

We call them town squares because they're gathering places.

我們稱之為市鎮廣場，因為它們是集會場所。

But the Apple store utopia might not be as glorious as it looks from the outside.

但蘋果直營店烏托邦，或許並沒有從外表看來如此光鮮亮麗。

In the past year, there have been reports of customers facing long wait times and overcrowded stores.

這幾年來，許多顧客回報他們等了很久，或是店裡太過壅擠。

Customers and reporters have lamented the loss of the seamless Apple store.

顧客和記者們都撰文悼念曾經完美的蘋果直營店。

Apple might have to rethink its retail strategy if it wants to maintain the store's reputation.

如果想要維護商店的名譽，蘋果或許需要再想想它們的零售策略。

Ultimately, Apple wants its stores to have a positive impact on its customers.

畢竟，蘋果想要它們的商店帶給顧客正面的影響。

When it gets it right, it makes spending money really easy.

當做對了事情，就會讓花錢變得十分容易。