I have been visiting the same Apple Store for over a decade. I have seen it go through one renovation, a temporary location, and a major expansion. I remember the special moments of awe and wonder when I played with my first Macbook, iPod, iMac, iPhone, and iPad. The experience of the Apple Store always had an additive effect to the magic of the devices themselves. I have been a part of the “hero’s parade” as Apple Store employees applauded me down the center aisle of the store as I purchased the latest release of OS X. I have seen a Apple employee stand on top of a table in the middle of the Apple Store and engage the whole store in applauding a soon to be college student for getting accepted to the University of Texas and buying her first Mac.