Inside Apple Stores, a Certain Aura Enchants the Faithful

“They’ve become the Nordstrom of technology,” said Michael Gartenberg, vice president and research director at Jupiter Research, referring to the department store that is known for its service.

“The idea is that while people love to come to retail stores, and they do it all the time, what they really appreciate the most is that undivided personal attention,” Mr. Johnson said. The result is far fewer qualms among consumers about paying premium prices: $30 for an iPhone case, $200 for an iPod Nano or $1,200 for a computer.

“Whenever we ask consumers to cite a great retail experience, the Apple store is the first store they mention,” said Jane Buckingham, president of the Intelligence Group, a market research firm in Los Angeles. “Basically, everything about it works. The people who work there are cool and knowledgeable. They have the answers you want, and can sell you what you need. Customers appreciate that.