[guan]

I don’t think this is true for all visitors to Apple Stores. A good percentage of Apple Store shoppers do come in knowing exactly what they want to look at or buy—the category you’re describing—but I’ve seen a lot come in to browse and taking up quite a lot of staff time with questions. For example, they may know that they they’re interested in an iPod, but they have not necessarily made a purchase decision or know which one to get.

I think what the commercials and buzz around Apple products (and the fact that the Apple Store is the place to find a full selection of Apple products) is to convince people to come into the store in the first place and look around.