You know how we've all been hearing for years that Apple is working on an end-run strategy to bypass its retail woes? The tale of Apple retail stores is vying for the "Longest-Lived Unfruitful Rumor" crown, alongside the Disney buyout and the Apple handheld. But get ready to start taking the concept of a brick-and-mortar Apple Store lots more seriously, because when a long-standing rumor hits the mainstream print media, it may be time to start the countdown clock on when it'll finally come true.

Faithful viewer Mark Gangi reports that no less a publication than the Wall Street Journal is chatting up the likelihood of Apple retail outlets, as reported by MacCentral. In addition to the dribs and drabs of evidence that have floated along over the past couple of years (the addition of Gap head honcho Mickey Drexler to Apple's board of directors, the tantalizing reference to the design of Apple's retail outlets in The International Design Magazine, etc.), the Journal seems to have pumped a source for more new information about this proposed Mac shopper's dream. Reportedly Apple is considering opening these stores in "five to ten of the top U.S. markets" (Boston's expected to be on the short list-- allow us to do the Dance of Joy) and is serious enough about the proposition to be actively poaching cow-patterned retail talent from none other than Gateway. Mooooo...

Of course, the plan hasn't been finalized yet, so it may all evaporate before the first store can open, but we're increasingly confident of-- and excited about-- the possibility of walking down Apple's translucent aisles and loading up a cart with the latest goodies. Hopefully within a year or so, at least some of Apple's existing and potential customers who are geographically blessed will have an option more palatable than, for instance, the higher-than-list prices and war zone decor of Sears or the bleak, Beckett-like experience of shopping at the average CompUSA. And here's hoping that if Apple does go ahead with its retail plans, it somehow devises a scheme not to hurt its smaller, dedicated resellers.