In an analysis featured in Business Week, the approach of Apple Stores was scrutinized, suggesting that Steve Jobs might need to reconsider his unconventional strategies. The store concept, aiming for luxury and exclusivity, was deemed ill-suited for a consumer base that prefers simpler options, akin to enjoying cheese and crackers rather than caviar. This indicates that Apple's elitist marketing strategy may not align with broader market desires.

Joseph Graziano, Apple's former CFO, highlighted this disconnect, emphasizing that while Apple aspires to high-end appeal, the majority of consumers are satisfied with more accessible choices. Retail consultant David Goldstein echoed these sentiments, predicting a bleak future for Apple Stores, foreseeing their closure within two years due to an expensive miscalculation. This critical perspective raises questions about Apple's retail vision and its adaptability in a changing market landscape.