Apple Store Pioneer Doubts AI Will Replace Offline Shopping: "Nobody Wants to Hand It Over Completely"

Ron Johnson, the man who built the foundation of Apple's retail network in the early 2000s, dismissed the notion that artificial intelligence (AI) will fundamentally change how people shop. In an interview with TechCrunch, he stressed that physical stores still have a place in consumers' hearts, especially for high-value products.

Johnson's remarks come amid a wave of massive investment by global technology companies into agentic commerce—a concept in which AI agents assist consumers from searching for products to completing transactions. Google introduced the Universal Commerce Protocol, a standard that allows AI agents to guide buyers from product discovery to checkout. Meanwhile, OpenAI turned ChatGPT into a virtual shopping showcase that lets users research, compare, and even buy goods without leaving the chat room.

But Johnson is skeptical. When asked whether someone would let an AI agent choose and buy a US$1,000–2,000 laptop without ever visiting a website or store, he answered firmly: "Honestly, nobody wants to do that." For him, buying a laptop is a personal decision. Consumers want to feel the weight of the device, see the screen, and determine the right size. AI may narrow the options, but the physical touch remains crucial.

Johnson does not deny that AI will enrich the online shopping experience. "AI is a new technology that will enhance the online shopping experience," he said. "But I'm not sure it will change how we shop." He instead predicts AI agents will make consumers better informed before visiting a store. "They'll be smarter shoppers when they come to the store," he added.

Johnson's conviction is rooted in the Apple Store philosophy he designed with Steve Jobs. The store is not merely a place to sell Macs, but a space to try products, learn, and get help. "Apple's secret has always been its people, how they treat customers," he stressed. Apple Store employees are not paid on commission, unlike general retail culture. The goal is to remove sales pressure and encourage employees to understand customer needs.

"AI will never let you feel a product physically. There is no substitute for human intuition," Johnson said, recalling Jobs's conviction.

Despite his optimism about AI, Johnson once failed to apply his vision at J.C. Penney. He was appointed CEO in 2011 with the ambition of transforming the department store chain, but was dismissed less than two years later after sales plunged. He admitted he changed too many things too quickly without involving employees and customers. "I applied a startup mentality to a transformation that required a different approach," he recalled. After that, he founded Enjoy Technology, which delivered technology products to customers' homes, but it went bankrupt in 2022 and its assets were sold to Asurion.

For Indonesia, Johnson's view is relevant. The domestic retail market is grappling with AI adoption, especially in e-commerce. Large retailers such as Matahari and Ramayana are starting to integrate AI analytics to understand consumer behavior, while startups such as Tokopedia and Shopee are developing shopping features based on smart recommendations. However, the presence of physical stores remains important, especially in tier 2 and 3 cities where internet access is uneven. Bank Indonesia data shows physical retail sales are still growing, albeit slowing. AI can be a tool, not a replacement.

Going forward, the contest between AI efficiency and human experience will only intensify. Will Indonesian consumers prefer the convenience of shopping through AI agents, or remain loyal to the personal touch in stores? The answer may not be merely about technology, but about how much trust is placed in machines.