Apple Store 2.0 Leaks Continue - 'Motivational' Documents

Even as the Apple Store 2.0 initiative has been fully unveiled, motivational documents aimed to get staffers’ spirits up have been leaked to the web, with a full transcript of said papers also being made available.

As rumored for the past couple of weeks, Apple had something special in mind for the 10th anniversary of its retail stores.

Now offering their services across over 300 locations worldwide, high-ups in the Apple Retail organization have sent the following letter to their employees, in an attempt to inspire and, most of all, motivate them:


What’s so special about yesterday?

Over the past 3,652 yesterdays, we’ve done some amazing things. We’ve opened 325 stores. In 11 countries. With 2.1 million square feet of space. And most importantly, we’ve welcomed over 1 billion customers.

Our 10-year history is something to be proud of. But at the same time, it’s just so, well, yesterday.

So let’s talk about tomorrow. That’s a day we can work with. It’s a day to launch new products as only Apple can. A day we can build new stores that are even more iconic. And create breakthrough programs to help people embrace technology like never before. It’s a day to do thing s no one has even dreamed of yet.

We’re not content to rest on our yesterdays. We’ll continue to move forward. To make the most of tomorrow. And every day after that.


As many Softpedia readers will recall, Apple has been accused of mistreating employees, with some even going as far as creating entire blogs dedicated to exposing alleged bad practices within the company’s retail organization.

Last week, before the Apple Store 2.0 unveiling, reports had emerged saying that a retail staffers’ union had been assembled to protest against said mistreatment.

Motivational documents such as the one mentioned in this report are generally used as negative highlights by those who choose to speak ‘the truth’ about Apple retail as they see it.