One aspect of the experience in the Apple Store that Johnson doesn't mention is that all the gadgets there are powered up and you can play with them. I've never understood how cell phone stores and electronics retailers who almost invariably have dummy units out on display expect to sell anything to a casual buyer. This especially goes for Windows Phone 7; people who use it seem to love it, but it doesn't have much iPhone style mindshare so it seems like it NEEDS to be out there to fiddle with. But I've only seen dummy units in stores.