If the structure cost $10,000,000, who cares? Apple is hugely profitable and growing. It probably costs less than some 30 second commercials they do and in comparison to all of the rest of the expenses of the company, and the number of stores that DON"T have such a structure, it is a big nothing.
If I were a stock holder, (I'm not) I would love it. People will talk about it and that's called market awareness.
If I were a stock holder, (I'm not) I would love it. People will talk about it and that's called market awareness.