The fact is that experience is always the greatest and easiest source of potential innovation--it's the one place where you can deliver near infinite variety; and it's also where you have the opportunity to build the strongest bonds with your customers.
What Apple is doing is nothing less than revolutionizing the retail experience and the way you feel about shopping, not by adding products, but instead, by creating a place that immerses you in Apple's mission to build its products around its customers' experiences.
Because that gives Apple the chance to make sure that whatever your experience with the product, over which they have less than total control, you will still be left with a memory of a great experience in the store with a living, caring Apple employee.
You may not have the resources to even build a storefront, but every single customer touchpoint you have should be looked at as an opportunity to create an experience that delights your customers and brings them back for more.
Whether it's face to face or not, all communications, whatever the medium, are chances to create an experience, to reinforce who you are as an organization, to illustrate how much you value your customers, and to tap into the single greatest source of innovation.