The Apple store in Zurich is at Bahnhofstrasse. From http://en.wikipedia.org/wiki/Bahnhofstrasse

"Bahnhofstrasse is Zurich's main downtown street and one of the world's most expensive and exclusive shopping avenues. In 2011, a study named the Bahnhofstrasse the most expensive street for retail property in Europe, and the third most expensive worldwide.[1]"

It very much looks as if they are positioning themselves along those super luxury brands.