Retail Think Different The APP week · Utrecht 2027 Request invitation
For Apple Premium Partners Invite only
KeynoteRon Johnson, creator of the Apple Store→

Retail
Think
Different

One week at The Wall in Utrecht. APP leaders, product teams and vendors meet to exchange practical lessons and build relationships. Hosted by Amac, with the ambition to grow this into the worldwide event for Apple Premium Partners.

The Wall, Utrecht — venue photo
Dates3–5 March 2027
LocationThe Wall, Utrecht
7 Partners coming Apple Premium Partners and Apple Premium Resellers from around the world
16 People Leaders, product teams and vendors at The Wall in Utrecht
307 Stores represented Apple retail stores run by the partners in the room
Ron Johnson portrait
Invited keynote · The Wall, March 2027

Ron
Johnson

The man who created the Apple Store

Steve Jobs brought Ron Johnson to Apple in 2000 to build a retail business from nothing. He designed the Apple Store and the Genius Bar, and set the standard that every Apple Premium Partner works to today. We are bringing him to Utrecht to speak to the partners who carry that idea forward.

2000Joins Apple as Senior Vice President of Retail, after 15 years at Target
2001Opens the first Apple Stores and introduces the Genius Bar
2011Leaves Apple with more than 300 stores worldwide, the most productive retail format of its time
Two programmes

One event, built around who you are

APP leaders spend Wednesday together. Product and buying teams have their own three-day programme with an expo.

Wed 3 March APP Leadership One day for C-level APP leaders to exchange perspectives on shared strategic and operational priorities. C-level · Liemès restaurant, second floor Wed 3 – Fri 5 March APP Product Three days for purchasing and category managers, suppliers and other APPs to exchange strategies, explore assortment opportunities and discuss potential partnerships. Product and buying teams · Expo, Liemès first floor Also that week · Thu 4 – Fri 5 March RetailRunsoniOS City Retreat After Wednesday, APP leaders join senior leaders from the wider retail sector for two days of keynotes and retailer cases. The City Retreat has its own website. Visit the RetailRunsoniOS website ↗
Advisory boards

By partners, for partners

Two advisory boards of APP representatives from around the world shape the content. They choose the topics, speakers and vendors, so every session earns its place for every partner in the room, from the smallest to the largest.

Meet the boards
APP Leadership board Five C-level leaders. Curates Wednesday.
APP Product board Five product leaders. Curates the product programme and expo.
Apple Museum at The Wall
Venue

The Wall, Utrecht

Home to Amac's headquarters, its flagship store and the Apple Museum. About 30 minutes from Amsterdam Schiphol, with event taxis from the city centre.

Join us in Utrecht

Retail Think Different is invite-only. Registration runs through amac.nl, with one form for partners and one for vendors.

For APP and APR partners Request your invitation For leaders and product teams of Apple Premium Partners and Apple Premium Resellers. Go to the partner form on amac.nl ↗ For vendors Apply to exhibit For brands that want to join the APP Product expo and meet partner teams. Go to the vendor form on amac.nl ↗