"I don't want to come and just redesign the stores. I want to make an impact," says Tim Cook. "My job is to connect, you're just a connector, right? So, so I found it really fascinating that a billion people had these devices ... but when you went into an apple store, there was no relationship back to them." Apple's App Store app has like a 99% recognition rate for users around the world who know what they are.

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