Proliferation of brick & mortar is an overall losing tactic, except when necessary to promote a certain strategic brand image. I am an industry insider. I have worked with wireless carriers and cell phone manufactures since the late 1980s.

Of modern devices I have at least 6 iPhones, an equivalent number of Androids of different types, an iPad, a Samsung tablet, a Surface, and several other tablets from various sources. Going into the wayback machine, I have a BellSouth/IBM Simon and a couple of NEC 1000 touch tablets from about 1995.

And here's the real kicker ... I have NEVER been in an Apple store. If you need a Genius to help you with a modern electronics device, it isn't ready for mass consumer markets.

Leave this to indirect distribution, and gain consumer mindshare through channels other than 'company stores'.