"We are the most humble store on the Upper West Side," said Ron Johnson, the senior vice president of Apple's retail effort, capping a 45-minute presentation filled with a staggering supply of stupendous superlatives about the first decade of the Apple Store.

The occasion was a news conference in advance of the opening on Saturday of Apple's fourth New York location, on Broadway, a block north of Lincoln Center.

We want to hear what you think about this article. Submit a letter to the editor or write to letters@theatlantic.com.