To me, this is the first real sign that the shine could come off, and quickly:

The report also noted that [Apple Retail VP John] Browett said Apple’s retail outlets need to “learn to ‘run leaner’ in all areas, even if the customer experience is compromised.”

During fiscal 2011, Apple’s retail stores generated $14.1 billion in revenue and $3.1 billion in profits. The chain has operated at around a 22 percent profit margin over the past five years

Were Steve Jobs alive and running the company, this guy would be gone before he got back from lunch. These sorts of paper gains that put the long game in hock to better favor a slight quarterly bump, all just ahead of what would appear to be the biggest, most important launch in the company’s history? Utter lunacy. You should be adding employees, my friend. The money involved is completely and utterly beside the point at your margins (and, no: forget Apple’s margins for the moment, I mean just the margins of the Store). Would the cuts even cover your own salary? Will they help you at your new job? I certainly hope so.

But here’s some unsolicited advice: the Apple Store isn’t a store like Best Buy. It’s equal measure retail operation and, critically, brand identity. The experience of it needs to be every bit as delightful as the latest iDingus. If it’s not, you’ve damaged the brand. And once that’s gone, it ain’t coming back at any price. I feel certain Apple would operate the store at break-even or as a slight loss leader; it’s more valuable as an icon and an experience than it is as a raw profit center churning out new doodads for the masses. Apparently Browett didn’t get the memo. Time will tell…but I’d say the Store is now officially the leading indicator for the company. As it goes, so goes Apple. When it starts seeming like Best Buy in there, sell short.