Count me among those who don't see why it's needed. To me Apple – at least in the Second Jobs Era – was about style rather than fashion. An iMac or a PowerBook or an iPhone had a distinctive visual look to it, but it was about good design for the sake of function, not design for the sake of ... being "designer". An iPod would come in different colors because a blue one or a pink one was more fun, not with different haute couture labels attached because this one or that one is more fashionable. I worry about the Apple Store of the future becoming less like a technology store than a jewelry boutique, because the former is the kind of place I love to explore, and the latter is the kind of place I have no interest in even setting foot.