# How Ron Johnson built Apple's retail empire

> The executive who defied the internet era and created Apple Stores sits down to share his strategy.
- Title: How Ron Johnson built Apple's retail empire · Business Insider
- Summary: The executive who defied the internet era and created Apple Stores sits down to share his strategy. Ron Johnson proved that physical retail could thrive even…
- Keywords: breaking, ron johnson, apple, apple stores, retail strategy, steve jobs, target, jcpenney, retail history, business strategy, physical retail, business
- Source: Business Insider — https://businessinsider.com/apple-retail-strategy-ron-johnson-live-event-2026-9
- Author: Business Insider
- Published: 2026-09-16T13:47:43.77+00:00
- Read time: 1 min
- Topics: breaking, ron johnson, apple, apple stores, retail strategy, steve jobs, target, jcpenney, retail history, business strategy, physical retail, business
## The bet against the internet
In 2000, everyone thought the internet would kill physical stores. Ron Johnson joined Apple and disagreed, launching hundreds of Apple Stores with Steve Jobs.
## Apple Stores changed the game
The stores generated millions for Apple and brought products to millions of new customers. Johnson's strategy fundamentally reshaped how tech companies sell.
## A retail career across icons
Johnson spent 15 years at Target, then led Apple's retail revolution, and later became CEO of JCPenney. His new book 'Shop Different' covers it all.
## Live Q&A this Thursday
Business Insider's Ana Altchek interviews Johnson on Thursday at 1:30 p.m. ET. He'll discuss Apple Stores, current retail trends, and career advice.
## What's working in retail now
Johnson will share his take on what's succeeding and failing in today's retail landscape, plus advice on handling difficult bosses and nailing interviews.
## Key takeaway

Ron Johnson proved that physical retail could thrive even as the internet was supposed to kill it, by partnering with Steve Jobs to create a new kind of store experience.