The company, which brought out the first popular personal computer in the 70s, has always relied on resellers, and more recently its website to sell its products. The new retail move has received a cautious welcome from analysts who said Apple needed to do more to get its products into the hands of customers and boost its 3 per cent share of current PC sales. But it also raised concerns that Apple would come into conflict with its existing retail partners — including CompUSA.

Apple has opened its first two stores in high-profile shopping centers near Washington DC and Los Angeles. Steve Jobs, chief executive, told reporters there were plans to open other stores in Chicago, New York and Minnesota.

Rob Enderle, of Giga Information Group, said the stores would help Apple in its focus on first-time PC buyers. “These are people who really need to touch and feel a product. Apple really had little choice than to pursue this high-cost distribution method.”.