Shop Different

How retail revealed Apple’s genius

By: Ron Johnson, Zander Nethercutt

How the Apple Store changed shopping forever – one customer at a time.

In Shop Different: A Retail Story, visionary retailer Ron Johnson reveals the untold story of how he and Steve Jobs created the Apple store. From the first store’s opening to a global empire of over 500 locations, Johnson shares a behind-the-scenes look at iconic moments, including the opening of their first UK store on Regent Street and the restoration of the ancient Covent Garden store.

Part business memoir, part insider account, the book uncovers Johnson’s philosophy – 'Good Things Happen When People Come to the Store,’ ‘You Can’t Automate Service’ – and offers timeless lessons on leadership, innovation and customer experience. Filled with personal stories, hard-won wisdom and reflections on working with Steve Jobs, this is an inspiring read offering insights that readers can apply in their own work and lives.

Co-written with Zander Nethercutt, this is the definitive account of how Apple’s ‘houses of worship’ became a retail phenomenon that forever changed how we shop.

©2026 Ron Johnson

Critic reviews

“When Steve Jobs hired Ron Johnson, history had made its point: Computer stores fail. Yet the Apple Stores brought in $1 billion a year faster than any chain in history. In this beautifully written book, Ron explains why. – David Pogue, “CBS Sunday Morning” “Apple: The First 50 Years”

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, Founder, Emerson Collective

"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

“Steve made the bold decision to open Apple’s own retail stores, an idea many questioned. 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. It’s a thoughtful, personal and engaging account of a pivotal chapter in Apple’s history.” - Fred Anderson, Former Apple CFO and Board Member

“In a world that often separates performance from purpose, Ron Johnson shows they are inseparable. SHOP DIFFERENT is 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.” - Pat Gelsinger: Executive chair and head of technology at Gloo, general partner at Playground Global, former CEO of Intel