When I first interviewed with Steve Jobs in November 1999 about creating a retail store for Apple, conventional wisdom said the internet would put physical stores out of business. By the time I left Apple in 2011, the team I led had created some of the most productive stores in the world.
But that isn’t the full story.
As I wrote this book, I realized how much I experienced. Somehow, a retailer ended up at the center of a formative decade for a computer company. Somehow, a Minnesota boy ended up working alongside some of the most talented people in the world — and a once-in-a-lifetime CEO — in Cupertino. Somehow, a kid who grew up loving stores ended up creating one.
So much of the joy of writing this book has been uncovering the story, and so much of that story depends on the first conversation I shared with Steve in November 1999. With Shop Different, I offer you the chance to experience what led to that conversation — and what followed.
With this book, I invite you to think — and shop — different.
I grew up in Edina, Minnesota — two miles from the first indoor shopping mall in the world, Southdale Center. I decided to go into retail out of Harvard Business School, picking the stockroom at Mervyn’s in Los Angeles over Goldman Sachs in New York City. After a few years at Mervyn’s, I joined Target, where I was lucky enough to work with architect Michael Graves to bring good design to everyone in our home department. That initiative earned me Steve’s attention and the opportunity to create the Apple Store. I later attempted to reinvent the department store at JCPenney, and though it didn’t go as I’d hoped, I like to think I learned a few things along the way. If you’re interested in booking me to speak, you can do so below.
How this book came to be… And my hope for what it becomes.
I like to think I’m a humble guy, and the idea of writing “my story” always felt a little arrogant. But then, in 2023, I was introduced to a young writer, Zander Nethercutt, who reminded me that in fact, telling my story honestly would be the best way to give credit to those who made it worth writing. Three years later, our collaboration has resulted in Shop Different.
I love what we’ve created. My hope for this book is that it starts — and amplifies — conversations about the power of in-person experiences, service, and human connection. Zander and I want to share more about specific Apple Stores and the people who made them great, so if you have stories about the work we did together or the experience you had in an Apple Store — or simply want to connect — I want to hear from you.
You can reach me directly by clicking below. You can also sign up to receive updates from me, which Zander and I will be publishing on Substack.
When Steve Jobs hired Ron Johnson, history had already made its point: computer stores fail. Yet the Apple Stores brought in billion a year faster than any chain in history. And in this beautifully written book, Ron explains why: because they weren’t just stores, but hangouts, theaters, schools, and summer camps. Because they bucked every shred of conventional wisdom. And because they treated us not like walking credit cards, but — as Ron puts it — “meaning-seeking creatures seeking meaning.”
David Pogue
CBS Sunday Morning · Author, Apple: The First 50 Years
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Ron’s moving book is not simply about retail, but about care, intention, and building in a way that truly serves people. Apple’s focus on human connection changed stores and how people relate to technology. Shop Different is about the relationships and sense of community that physical spaces can inspire.
Laurene Powell Jobs
Founder, Emerson Collective
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I spent years outside Apple Stores on launch days — counting lines, talking to customers, and trying to understand what was driving Apple’s momentum. The answer kept coming back to the stores. They weren’t just selling products; they were shaping the entire Apple experience. This book is a must-read for anyone who wants to understand the decade that transformed Apple into the most admired and valuable company in the world.
Gene Munster
Deepwater Asset Management
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When Steve returned to Apple, we moved quickly to stabilize the company and deliver great products. A few years later, Steve made the bold decision to open our own retail stores — an idea many questioned, but one I believed had real potential. He searched for a young, creative merchant and hired Ron Johnson to lead the effort. This book tells the inside story of how that conviction, paired with disciplined execution, created the most successful retail model in the world. A thoughtful, personal, and engaging account of a pivotal chapter in Apple’s history.
Fred Anderson
Former CFO and Board Member, Apple
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In a world that often separates performance from purpose, Ron Johnson shows they are inseparable. Shop Different isn’t just a fascinating look inside the beginning of Apple Retail — it also shows how leading with love, kindness, and values is a powerful model for building teams, serving customers, and creating lasting impact.
