While Silicon Valley is spending billions to make AI agents shop for us, the man who pioneered Apple’s retail stores thinks the industry is overestimating how much of shopping people will hand over to machines — and believes physical stores will continue to thrive. Ron Johnson, 66, has heard predictions about the demise of physical retail before. He joined Apple in 2000 to build its retail business as online shopping was beginning to take off, and went on to help create a store network that became central to how Apple sells its products and connects with customers.
Google is making that push with its Universal Commerce Protocol, a standard designed to help AI agents take consumers from product discovery to checkout. OpenAI, meanwhile, is turning ChatGPT into a shopping destination where users can research, compare, and, in some cases, even buy products without leaving the chatbot. Asked whether he could imagine someone letting an agent choose and buy a $1,000 or $2,000 laptop without ever visiting a website or store, Johnson was unequivocal: “Honestly, nobody’s going to do that.” Buying a laptop, he argued, is too personal a purchase to simply delegate to an AI agent.
Buyers want to feel its weight, see the display and decide which size works for them. AI may narrow the choices, Johnson told TechCrunch. He added that many consumers would still want to experience the product themselves before spending that kind of money.
Instead, he expects agents to better inform consumers before they walk into a store. Apple’s physical stores, he said, were designed not only as places to buy Macs, but also as places where people could try products, learn how to use them, and return for help when something went wrong. Some of those bets are revisited in Shop Different: How Retail Revealed Apple’s Genius, Johnson’s new book about building Apple’s retail operations alongside Steve Jobs.
Competitors, he said, borrowed Apple’s glass-heavy design, open layouts, and even versions of the Genius Bar, but often missed the people. Apple Store employees are not paid on commission, Johnson said, unlike the sales culture common across much of retail. The idea, he said, was to remove the pressure to sell and instead have employees figure out what a customer actually needed.
After leaving Apple, Johnson took over J.C. Penney in 2011 with an ambitious plan to reinvent the struggling department-store chain. He was ousted less than two years later after sales plunged.
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