IMHO, the Apple Store was the best thing Apple ever could have done and is better than any advertising alone could have been.
It demystified the Mac experience and gave a place where people could go in and actually play with these toys and gadgets staffed with people that could actually answer their questions instead of giving misinformation like you'd get at Best Buy.
I have to admit (as a long time Macintosh user) when the Apple Stores first appeared...I was a little unsure how long they would last.
It was sort of the feeling like walking into the familiar 24 hr. convenience store we know today...but instead of the many items they currently sell...they were only selling one thing...a loaf of bread!
Not the "normal" mix of electronic items (brands & types) like you would see at a "traditional" electronics & computer store. Which of course Apple couldn't or wouldn't do...since they just produce computers, used to sell Apple branded peripherals like printers, and some software (iWork, iLife, OS, Final Cut, etc.).
But they've been around for something like 10 years (10 years since the first Apple retail store opened in May, 2001)...so Apple has certainly figured out a way for it to work!
- Nick