The situation:

Apple had done a great job at developing a passionate niche following. But they were in danger of being swamped by the PC juggernaut.

Apple’s attempt at a tech-based rivalry turned away many more new customers than it attracted. This lack of relevance was most obvious in their new Apple Stores – plenty of foot traffic, but low conversion.

Apple was anxious, and the Holidays were approaching.

The idea:
Reframe the debate by focusing on common interests.
Tell the story in the most mission-critical environment.
And turn the Apple Store from an experiment into a powerful conquest vehicle

The results:
Same store YOY sales up 260%.
Beat company projections by 80%.