"It was very simple. The Mac faithful will drive to a destination, right? They'll drive somewhere special just to do that. But people who own Windows - we want to convert them
to Mac. They will not drive somewhere special. They don't think they want a Mac. They will not take the risk of a 20-minute drive in case they don't like it.
"But if we put our store in a mall or on a street that they're walking by, and we reduce that risk from a 20-minute drive to 20 footsteps, then they're more likely to go in
because there's really no risk. So we decided to put our stores in high-traffic locations. And it works."
Last updated March 07 2008: 7:10 PM ET