Apple Retail Stores to Gain Dedicated iPhone Activation Areas and Staff?

[MacRumors]

http://www.macrumors.com/images/macrumorsthreadlogo.gif (http://www.macrumors.com/2009/09/14/apple-retail-stores-to-gain-dedicated-iphone-activation-areas-and-staff/)

MacRumors has heard from multiple sources that Apple is planning to enhance the in-store iPhone purchasing and activation process at its retail stores. The changes, due to be rolled out as soon as tomorrow, will involve layout changes to current stores to create "iPhone Activation Zones" where customers can pick up and activate iPhones after having gone through the pre-authorization process online.

The activation zones will reportedly be staffed by a new category of retail store employee called "iPhone Experts", who will be denoted by unique name badges and t-shirts. With the move, Apple is clearly looking to streamline the iPhone purchasing experience for customers and provide a dedicated iPhone point of contact within the crowded retail store setting, particularly for new customers whose first experience with Apple products may be the iPhone.

Article Link: Apple Retail Stores to Gain Dedicated iPhone Activation Areas and Staff? (http://www.macrumors.com/2009/09/14/apple-retail-stores-to-gain-dedicated-iphone-activation-areas-and-staff/)

[thegoldenmackid]

Seems a little late?

[Beric]

And so of course, they'll be AT&T areas likewise.

Boy is Apple tied to AT&T.

[intrepid00]

How about they fix the problem of you standing around 20 minutes waiting for one thier monkies to register your purchase when they feel the need that they all need to give one person attention.

Except for the secuirty guard that lurks around in plain cloths but still has the dumb ear piece like he is SS.

[ob81]

Kind of late, but better than never. The big rush is over. As always, they know something we don't know though.....

[Corrosive vinyl]

that sounds cool since it will break up the genius line so the mac customers won't have to wait as long (in theory). We shall see what happens.

[MaaseyRacer]

Good. I purchased my new iPhone the other day replacing my first gen iPhone. What an over the top process compared to the first iPhone activation. First only two Apple Store employees could sell me an iPhone. Of course they were both busy with old people who has use questions. I just wanted to buy the phone. I waited for 35 minutes just to get to the front of the line and then spent another 15 mins activating the phone in store. When I bought the phone on opening day 2 years ago, it was so much easier.
Hopefully this new setup will allow for the people to buy the phone with way less hassle.

[intrepid00]

Kind of late, but better than never. The big rush is over. As always, they know something we don't know though.....

They are proably just getting ready for next summer. 3gs just wasn't worth the update but I bet the next will. Espically with mass of 3g users ready to get full upgrade price.

[firman]

I was in the Cherry Hill, NJ store today. I saw apple employees wearing the new t-shirts. No sign of the "area" yet though.

[ltldrummerboy]

I can't believe people actually go to a store to buy a phone anymore. I find it so much easier to order it online and activate it myself.

[alm99]

Prepping for other iPhone carriers in 2010 in the Apple store?

[Doctor Q]

Why are they called iPhone Experts instead of iPhone Geniuses? What's better - an expert or a genius?

[Eidorian]

They still sell computers, right?

[flounder021]

Prepping for other iPhone carriers in 2010 in the Apple store?

I bet they are going to announce a new contract with AT&T and with it a new iPhone..

[philamac]

Apple store at stoneridge mall is remodeling right now, maybe this is why?

[TheBritishBloke]

Sounds like a waste of money IMO

[MikhailT]

Why are they called iPhone Experts instead of iPhone Geniuses? What's better - an expert or a genius?

Experts are more specific then a genius, if you are looking for somebody is skilled and a genius at one specific product, that's an expert. If you are looking for a person that's just generally smart in everything, you are looking for a genius.

Since those guys are all about iPhone, they are called iPhone Experts. Genius is for everything else.

That's my opinion on why they did this.

[BornAgainMac]

They need a "Question Bar" at the Apple store. If you know what you want, you should be able to buy it without having to wait for someone in front of you with lots of questions.

[KarlasKreations]

That is really good with the exception that unless you have AT&T service, it doesn't matter.

I would love to have an iPhone but won't change services to get it. Isn't it time to let other cell phone carriers carry the iPhone?

[MacDaddy901]

Seems like a good idea to me. When I went to go get my iPhone about a month ago there were three people in the store getting iPhones too. We were checking out in front of iMac's and had to move because people wanted to see them. Then after we moved in front of the MacBooks we got in people's way again. So having a dedicated "zone" to activate them just makes sense.

[alm99]

That is really good with the exception that unless you have AT&T service, it doesn't matter.

I would love to have an iPhone but won't change services to get it. Isn't it time to let other cell phone carriers carry the iPhone?

My thoughts exactly as to why they would setup this service up to begin with...why launch it now 2 years late? New carriers come 2010? The influx from all those who want an iPhone, but don't want AT&T.

[fixmymac]

that sounds cool since it will break up the genius line so the mac customers won't have to wait as long (in theory). We shall see what happens.

You have struck the nail on the head!

This is little to do with 'activation areas' or improving new Apple customer experiences. This is almost entirely dedicated to iPhone problem solving.

Insider friend of mine told me that this was going to happen quite a while back. On the one hand, it is good that they are dedicating staff to this. However, should one product really generate so much demand for expert help?

[drumpat01]

However, should one product really generate so much demand for expert help?

Trust me, yes there is a need for this. So many people come into the store and take up valuable time from computer buyers when all they have is random AT&T questions or iPhone problems. This way Apple can set apart staff to just deal with those people. The concierge can immediately send them right over to the corner instead of wasting another specialists time and effort.

[Colrath]

I bought my iPhone from an "expert" a couple months ago. Her only job wad selling and activating phones, never delt with the genius bar. She had her own color shirt, different from floor associates, floor manager and the geniuses. Was a quick process, only waited 5 min while I picked out my new case and car charger.

Didn't needed a dedicated table or anything, I just activated at an available MBP. (although there was like only two computers available out of like 6 tables). Very busy day, but still got out faster than when I bought my first cell phone from Alltell 3 1/2 years ago.

[BLOND37]

couple weeks ago i spent 2 hours on the phone with apple care- the level 2 a so called prod specialist ultimately said i needed a new phone - shrug ok fine.. BUT i still had to go to a genius at the store and have them look at it.. i could NOT just walk into a store, and get a new phone (i'm assuming the store couldnt pull up service notes that apple care makes).. again no prob BUT it was a sat night and the SOONEST genius bar appt was sunday morning...

i'm supposed to go 12+ hours on a sat night sans a phone.. i went down to the store talked to a manager and poof 10 mins later walked out with a new phone.

[dwd3885]

This is definitely happening. My Apple Store closed from Aug. 31 to Sept. 18 and I'm imagining this layout change will be there when it reopens.

[hhaeschen]

I'd rather see an iPhone not tied to a certain carrier. The activation process would be obsolete then.

This is more like punching the customer in the face, breaking his nose and then saying "Our experts will help you dial 911. Have a nice day."

[Prof.]

Apple just needs bigger stores.

First Floor: Macs + Software/Hardware
Second Floor: iPod + iTunes
Third Floor: iPhone + Accessories

[Warbrain]

I bought my iPhone from an "expert" a couple months ago. Her only job wad selling and activating phones, never delt with the genius bar. She had her own color shirt, different from floor associates, floor manager and the geniuses. Was a quick process, only waited 5 min while I picked out my new case and car charger.

Didn't needed a dedicated table or anything, I just activated at an available MBP. (although there was like only two computers available out of like 6 tables). Very busy day, but still got out faster than when I bought my first cell phone from Alltell 3 1/2 years ago.

That's how they've been doing it at all the stores. But by setting up a dedicated area that they can use rather than eating up the demo computers allows them to work better and take care of customers in both areas.

[rwilliams]

iPhone Experts? LOL.

[chequepoint]

I had about a 2 hour phone call about this with an Apple Rep after filling out a customer service survey in regards to my iphone purchase. Looks like they're ignoring all of it.

Specialization is not the answer, it is the problem. Apple has a limited product mix, and each product line has minimal depth. Every employee on the front line should be fully empowered to handle EVERY potential customer service issue and make any kind of sale. When I bought a new iphone last week, all the people in the right colored shirts to sell me an iphone were busy, and there were guys authorized to sell accessories talking to me for 30 minutes because they had nothing to do. If they don't empower their employees to make decisions, there will always be a lackluster customer experience. If I walk in with an issue, and I don't have a genius bar appointment.. but its a common or obvious issue like the macbook power adapter fraying, ANY employee should be able to help me. If I want to purchase an iphone, and i'm authorized, any employee should be able to help me. "Oh, I'm not wearing the right colored shirt for that" is ********.

[eastercat]

Wow. It took them over three years to realize that one of their top moneymakers might deserve specialized service. Better late than never.

[moracity]

Great - now the store will be even more of a mess. It's nearly impossible to buy anything in the Apple store anymore since they did away with the checkout line. Every employee is always engaged with a customer or being chatted up by some annoying twerp, so you have to stand there like a jackass until someone decides to help you. I went in last week to buy a pack of iPhone protectors. It took about 20 minutes: 1 minute to identify purchase, 14 mins of standing around trying to make eye contact with an employee to checkout and 5 minutes of the employee fumbling around with her little handheld gizmo. I wasted half my lunch break for a simple purchase. The store is pure chaos.

The Apple store is the worst place to go if you already know exactly what you want. The Apple "mini store" in Micro-Center stores are just as bad. Apple goods are best purchased online.

[Colrath]

:(iPhone Experts? LOL.

it's all about customer experiance. The faster, smoother, friendlier and more dedicated experiance is, the better.

[iWizzard]

Buying an phone used to be so easy in the 1980s, 1990s and early 2000. somewhere someone took a wrong turn.

[michael.lauden]

great.

wow.

iPhone experts?


the store will be more of a mess




you guys sure find something to complain about. there is now a faster, easier way to get an iPhone - which will help bring in new customers and expand Apple, yet you are all complaining.

[inkswamp]

Buying an phone used to be so easy in the 1980s, 1990s and early 2000. somewhere someone took a wrong turn.

Silliest complaint I've ever heard.

All those phones did was plug into your wall and sit there. They didn't run apps, didn't provide simultaneous access to multiple network types, didn't allow you to read today's news, check email, record video, store and listen to 1000s of songs, etc. In fact, the "mobility" of that phone extended only as far as its cord would reach.

Those phones are still on the market (look in the Luddite section.) If you want a phone buying experience like that, you can still have it. Personally, I'm willing to jump through a few hoops for all the goodies a smart phone offers, but whatever.

[RazHyena]

Most likely these will only be in areas where AT&T is.

Man I wish this Apple/AT&T partnership didn't exist. :(

[sparkleytone]

It's amazing the sheer amount of uneducated theorizing that goes on in here, even when the move being analyzed is something dead simple. It's a new section of the store dedicated to iPhone activations. The...wait for it...iPhone Activation area. The stores are still going to be busy, you're still going to have to wait to get help.

[Nothlit]

Great - now the store will be even more of a mess. It's nearly impossible to buy anything in the Apple store anymore since they did away with the checkout line. Every employee is always engaged with a customer or being chatted up by some annoying twerp, so you have to stand there like a jackass until someone decides to help you. I went in last week to buy a pack of iPhone protectors. It took about 20 minutes: 1 minute to identify purchase, 14 mins of standing around trying to make eye contact with an employee to checkout and 5 minutes of the employee fumbling around with her little handheld gizmo. I wasted half my lunch break for a simple purchase. The store is pure chaos.

The Apple store is the worst place to go if you already know exactly what you want. The Apple "mini store" in Micro-Center stores are just as bad. Apple goods are best purchased online.

I absolutely agree with this. I went into my local Apple Store the other day to buy replacement earbuds for my iPhone. It took me about 3 seconds to find them on the back wall, and then several minutes of wandering around trying to catch the attention of someone who could take my money. (I'm curious if first-time Apple customers are confused by this -- it's a little weird for me even though I know they eliminated all of their fixed checkout registers.) After he rang up my purchase, he had to go searching around the store to figure out where my receipt had printed. He asked if I wanted a bag, but I said no since I could only imagine saying yes would require several more minutes while he went in search of one... I can see how the "roving cashiers" model might work for selling big ticket items like computers, but for small accessories, it seems like they ought to still have a dedicated cashier station.

[michael.lauden]

How do you figure?

If a customer doesn't have anything bizarre going on with their credit or porting, buying an iPhone takes around 10 minutes. No way you could buy a cell phone in the 80s/90s/2000's that quickly. Crap, in the early 90's, they used to have to pick up a telephone and call an office to get your credit check done. That alone could take 15 minutes.

around 10 minutes? have you ever been in an Apple/AT&T store?

the latter, i admit is much worse. it took me about an hour to buy my MacBook, and the last phone i got (not iPhone) at AT&T took me about an hour as well.

[rwilliams]

Great - now the store will be even more of a mess. It's nearly impossible to buy anything in the Apple store anymore since they did away with the checkout line. Every employee is always engaged with a customer or being chatted up by some annoying twerp, so you have to stand there like a jackass until someone decides to help you. I went in last week to buy a pack of iPhone protectors. It took about 20 minutes: 1 minute to identify purchase, 14 mins of standing around trying to make eye contact with an employee to checkout and 5 minutes of the employee fumbling around with her little handheld gizmo. I wasted half my lunch break for a simple purchase. The store is pure chaos.

The Apple store is the worst place to go if you already know exactly what you want. The Apple "mini store" in Micro-Center stores are just as bad. Apple goods are best purchased online.

I agree. The store is a great idea, but the actual buying experience is usually pretty terrible.

[michael.lauden]

I agree. The store is a great idea, but the actual buying experience is usually pretty terrible.

+1 to the fullest extent. but it still beats ordering online

[rwilliams]

you guys sure find something to complain about. there is now a faster, easier way to get an iPhone - which will help bring in new customers and expand Apple, yet you are all complaining.

Yes, it will bring in new customers and expand Apple, but how does this help with the in-store experience, which is frustrating as all hell?

Edit: nevermind, I see that you agree on the store experience.

[phillipjfry]

They are proably just getting ready for next summer. 3gs just wasn't worth the update but I bet the next will. Espically with mass of 3g users ready to get full upgrade price.

This is EXACTLY what they are preparing for. The next mob of people clamoring to get the iPhone 4G coming July 2010. :D
I'm also willing to throw out my prediction of 512MB of memory and 1GHz processor or 800MHz dual core :p

[NightFox]

I want to be an iPod Shuffle expert

[dwd3885]

+1 to the fullest extent. but it still beats ordering online

The buying experience at the Apple Store is terrible. Too many people just looking around or talking to employees. People who genuinely want to go in and get something always have to wait a heck of a long time waiting.

[chriszzz]

How about they fix the problem of you standing around 20 minutes waiting for one thier monkies to register your purchase when they feel the need that they all need to give one person attention.

Except for the secuirty guard that lurks around in plain cloths but still has the dumb ear piece like he is SS.

Yeah because that attitude makes retail employees give a crap about helping you.

[simpleleap]

Unless they have some sort of huge iPhone release coming soon, I don't see the need for this now, as I did with the iPhone 3G mania.

[dba7dba]

particularly for new customers whose first experience with Apple products may be the iPhone.


True. I know friends whose first Apple product is iphone. They have to have a cell while ipod is not required for their life.

[creator2456]

From reading through the posts it seems there are a couple reasons this can be happening now. To paraphrase:

It seems odd for Apple to be doing this, but not completely out of left field since there seems to be a need.

Apple is doing this now to get employees and customers oriented with the new "area" before a big rush, either next years iPhone release or the hoard of people getting an iPhone once AT&T's exclusive contract runs out.

Apple is doing this because they can. Simple as that.

[dmmcintyre3]

How long until the Apple store is just iPhone stuff? Will we be seeing "iPhone Stores" soon?

[NoExpectations]

That is really good with the exception that unless you have AT&T service, it doesn't matter.

I would love to have an iPhone but won't change services to get it. Isn't it time to let other cell phone carriers carry the iPhone?

Don't hold your breath....recent rumors and online reports suggest that Apple is considering another extension. It's hard to ween yourself off of a high subsidy.

[dmmcintyre3]

The Apple store is the worst place to go if you already know exactly what you want. The Apple "mini store" in Micro-Center stores are just as bad. Apple goods are best purchased online.
The Apple Store for me is just to see if I want to buy the product then order online or getting something repaired when I can have an appointment

[Ish]

I can't believe people actually go to a store to buy a phone anymore. I find it so much easier to order it online and activate it myself.

I'd rather go to the store than order online! If I order online I'm always checking to see where my order has got to and wondering when it will come. If I go to the store at least I know when I'm going and quite enjoy it. It's about 20 miles away so near enough to be handy, but far enough I don't go that often. Plus there's a really good coffee shop nearby . . . :)

[NoExpectations]

From reading through the posts it seems there are a couple reasons this can be happening now. To paraphrase:

It seems odd for Apple to be doing this, but not completely out of left field since there seems to be a need.

Apple is doing this now to get employees and customers oriented with the new "area" before a big rush, either next years iPhone release or the hoard of people getting an iPhone once AT&T's exclusive contract runs out.

Apple is doing this because they can. Simple as that.

Apples should have done this all along. Every other retail store can activate on site, same day. Apple is late to the dance.

[iWizzard]

Silliest complaint I've ever heard.

All those phones did was plug into your wall and sit there. They didn't run apps, didn't provide simultaneous access to multiple network types, didn't allow you to read today's news, check email, record video, store and listen to 1000s of songs, etc. In fact, the "mobility" of that phone extended only as far as its cord would reach.

Those phones are still on the market (look in the Luddite section.) If you want a phone buying experience like that, you can still have it. Personally, I'm willing to jump through a few hoops for all the goodies a smart phone offers, but whatever.

Ever heard of ANNY other phone than Iphone (ink smartphones)?
1) go to store
2) pick out phone
3) pay and sign paper
4) done

[rwilliams]

Apple could start printing their own money if they'd open up the iPhone to more than AT&T.

[schwell]

This is EXACTLY what they are preparing for. The next mob of people clamoring to get the iPhone 4G coming July 2010. :D
I'm also willing to throw out my prediction of 512MB of memory and 1GHz processor or 800MHz dual core :p

Not to mention the 54 inch HD LED screen that will scroll out from the iPhone 4G.

[8theapple]

They will need this support come the holiday season. The iphone is rumored to be coming on other networks in Canada. So the demand will once spike again, so having iphone activation support at apple stores is a must.

[Davoo]

They are proably just getting ready for next summer. 3gs just wasn't worth the update but I bet the next will. Espically with mass of 3g users ready to get full upgrade price.

That depends on what you think is important. After owning both I can't stand how slow and laggy the 3G is compared to the 3GS. My wife has my old 3G and we both reach for my 3GS whenever we want to browse the internet or use certain apps. To me, it was well worth the upgrade.

[Dezlboy]

Gearing up for "cellular" Netbook introduction in Spring 2010.

[sishaw]

Buying an phone used to be so easy in the 1980s, 1990s and early 2000. somewhere someone took a wrong turn.

It was REALLY easy in 1960. You just called "the phone company" (there was only one) and got a phone (wall or desk the only choices).

Point being, sure, it was easier 20 years ago, but only a few companies made cell phones and they were very limited compared to the iPhone.

[danieljacobj]

From reading through the posts it seems there are a couple reasons this can be happening now. To paraphrase:

It seems odd for Apple to be doing this, but not completely out of left field since there seems to be a need.

Apple is doing this now to get employees and customers oriented with the new "area" before a big rush, either next years iPhone release or the hoard of people getting an iPhone once AT&T's exclusive contract runs out.

Apple is doing this because they can. Simple as that.

I don't know why Apple is doing this but I do know it is not for a new iPhone release, next summer or whenever. The whole store is an iPhone activation center on release day!! That's all the entire store does on release day, nothing else. If I remember right people were turned away if trying to bring a Mac in for service or trying to buy anything but an iPhone on any of the iPhone release days. Just my thoughts...

[BeyondtheTech]

Am I the only one who thinks this may be a sign that Apple will eventually perform activations of all future iPhones, REGARDLESS OF CARRIER? If they're going all out to hire a specific staff for a very specific group, to me, it signals the end of exclusivity. Who knows? Tie it in to their huge NOC they just put up, and they could be becoming their own wireless carrier.

[jdechko]

I want to be an iPod Shuffle expert

You'd be pretty bored most of the time and pissed off the rest of the time.

where are all the buttons?
this is weird, I want buttons?
why didn't they put buttons on this thing?

:)

[jzuena]

Apple store at stoneridge mall is remodeling right now, maybe this is why?

Burlington, too.

Silliest complaint I've ever heard.

All those phones did was plug into your wall and sit there. They didn't run apps, didn't provide simultaneous access to multiple network types, didn't allow you to read today's news, check email, record video, store and listen to 1000s of songs, etc. In fact, the "mobility" of that phone extended only as far as its cord would reach.

Those phones are still on the market (look in the Luddite section.) If you want a phone buying experience like that, you can still have it. Personally, I'm willing to jump through a few hoops for all the goodies a smart phone offers, but whatever.

You do realize that mobile phones existed back in the 1980's, and that smart phones existed back in the 1990's, right?

This is EXACTLY what they are preparing for. The next mob of people clamoring to get the iPhone 4G coming July 2010. :D
I'm also willing to throw out my prediction of 512MB of memory and 1GHz processor or 800MHz dual core :p

Do you really need to gear up in September for something coming in July?

[macbookfan]

Experts are more specific then a genius, if you are looking for somebody is skilled and a genius at one specific product, that's an expert. If you are looking for a person that's just generally smart in everything, you are looking for a genius.

Since those guys are all about iPhone, they are called iPhone Experts. Genius is for everything else.

That's my opinion on why they did this.

Iphone expert = sales person who sells iphones.
Genius = repair man.

[Prof1950]

They still sell computers, right?

Just barely.

I needed to buy blank DVD's to do so additional back-up before turning in my MacBook Pro for repairs, but they didn't carry any blank media at all. In fact, the entire computer supplies and peripherals area fit into one tiny area in the back of the store.

What was upfront? That's where they had more than twice as much space dedicated to iPhone and iPod CASES.

Personally, I consider computers a legacy product at Apple.

After all, won't the proposed tablet just be an ipod Touch on steriods? Or maybe it will be a HumungoPod to fill out the NanoPod spectrum??

[iWizzard]

It was REALLY easy in 1960. You just called "the phone company" (there was only one) and got a phone (wall or desk the only choices).

Point being, sure, it was easier 20 years ago, but only a few companies made cell phones and they were very limited compared to the iPhone.

Are you saying that the only alternative to Iphone is Nokia 5110?

Ever heart of Palm pree, Nokia Smartphone SE smartphone etc?

It does not have to be hard to buy a phone. As i said above.

1) go to store
2) pick out phone
3) pay and sign paper
4) pop sim card into phone, done.

Sure it is not that hard to plug the phone into the computer and activate via Itunes. But it is an completely unnecessary step.

[mattster16]

I wish ALL Apple stores also had a check-out area. A few of the malls in my area have smaller Apple stores that have no dedicated checkout area - the duty is shared between the genius bar (always busy) and employees with the handheld checkout machines.

Sometimes when the store is busy it takes forever to get someone to help you and you feel like an idiot wandering around with your purchase hoping one of the employees finishes talking to a customer soon and you can grab them before someone else does.

I think some of the smaller Apple stores' demand is outgrowing their physical size.

[Bevz]

Apple could start printing their own money if they'd open up the iPhone to more than AT&T.

Totally agree. The locked element to the iPhone i think is a big turn off for a hell of a lot of potential customers!

[twoodcc]

i'm glad to hear this. when i bought my iphone, i had to wait on someone to help me

[cgmpowers]

I guess now I know why the local Apple Store here in Saint Louis has been remodeling for the past couple of weeks--I'm surprised they were closed during the expo last week but I guess now I know why it was important to remodel during this time..

Very interesting...

Chris

[The Samurai]

Sounds good. Creating more jobs is always a winner.

[Fluffy Bunny]

I hope the iPhone "experts" are better than the Nano "experts" who think the Nike + Sport Kit are not needed with the 5G. All flash, no substance. It will catch up.

[sladey]

Apple just needs bigger stores.

First Floor: Macs + Software/Hardware
Second Floor: iPod + iTunes
Third Floor: iPhone + Accessories

LOL.

I live in Sydney (Australia) where Apple last year opened one of its biggest retail stores on 3 levels.

Ground floor: about 80 macs, mainly notebooks, mostly occupied by backpackers checking their email. An iphone / ipod touch sitting beside each computer. Retail sales at each end.

First floor: one end, ipod/iphone accessories. very overcrowded. other end, hard drives, software, printers, bags. No one down there. Middle (70% of the floor) about 100 iphones/ipod touches on display. A few sales guys with portable credit card machines selling stuff.

iphones are not tied to any carrier in australia, so just walk in and buy the phone in as little time as it takes to hand over your credit card. on new releases (eg 3gs) they usually cordon off a small area of the store for those who want to sign up for a plan with a telco.

Second floor: One on one workstations at each end... total about 20 imacs fully loaded with heaps of software... usually a few stations free to play around with software. Also four kids entertainment imac stations...

middle 70%... genius bar. About 14 geniuses... only problem is having to book online three days in advance to see one.

I've known people to convert from pc to mac just because of the apple store experience with their ipod.

[sladey]

Apple could start printing their own money if they'd open up the iPhone to more than AT&T.

Last I heard, Apple Corp has more than $20 billion in cash in the bank and no debt. I think it's already made quite a bit of money.

But as an enterprise, Apple is worth much more than just the cash in the bank. On the NYSE, investors think AAPL is worth $155 billion!

[jw2002]

should one product really generate so much demand for expert help?

Exactly. Apple has always prided itself on its products requiring zero expertise to set up. Just make the iPhone multi-carrier and eliminate the whole stupid activation requirement which seems to have ever increasing costs associated with it: long waits for activation, having to hire extra people to perform activation, unable to sell directly through internet Apple Store, etc...

[Apple Guru]

Seems like a good idea, prior to the launch of the 3GS. Too bad they didn't have it done in prior to that. Maybe they are gearing up to allow Verizon to use the iPhone? Only one can hope. :D

[aricher]

Kind of late, but better than never. The big rush is over. As always, they know something we don't know though.....

Maybe the rush is over in major markets but...

I'm on vacation with my wife in Cape Cod. Her iPhone stopped charging & we needed a replacement. I called & the Apple stores in Cambridge & Boston had 24+ hour wait times for the genius bars. We went into an AT&T store in the Hyannis mall, there was a 30 minute wait with the 4 employees talking to new/prospective iPhone users.

The iPhone is still HOT & needs dedicated support.

[iphones4evry1]

Now they just need a drive-thru, like fast food restaurants. :D :apple:

[misssamsays]

They need a "Question Bar" at the Apple store. If you know what you want, you should be able to buy it without having to wait for someone in front of you with lots of questions.

Yeah, they have that. It's called "Mac Express" and most of the time it's you going to the register and getting what you want. Just ask.

[misssamsays]

How long until the Apple store is just iPhone stuff? Will we be seeing "iPhone Stores" soon?

Apple changed it's name in 2007 from "Apple Computer Company" to Apple Incorporated" because of everything else they sell. It's to broaden the brand, not have specific "iPhone stores".

[The Samurai]

I hope this means that there will be more 'genius' reps specifically dealing with iPhone queries. I find that my local apple store (glasgow) has at least a two-three day wait to see a genius - sometimes even more.

[jlsniu]

Right near the entrance, a flip board "iPhone Activation Area" I think it said. Nobody was there.

[charlituna]

Seems a little late?

actually they did this in many stores for the initial release. at least in the 3 I frequent in LA they did. worked very nicely so they brought it back as a full time feature

And so of course, they'll be AT&T areas likewise.

hardly. the one time i was in an ATT store it was all about getting me to get a bigger phone, larger plan and forget about showing me anything about using the phone. they wanted me to sign and get out so they could ring the next person.

Kind of late, but better than never. The big rush is over. As always, they know something we don't know though.....

more like they are doing it cause they figure phones might be a hot holiday item.

that sounds cool since it will break up the genius line so the mac customers won't have to wait as long (in theory). We shall see what happens.

Why are they called iPhone Experts instead of iPhone Geniuses? What's better - an expert or a genius?

two different worlds. the Geniuses are tech support. these Experts aren't fixing your phone, they are selling you one. and setting it up so you can use it.

i was in my most local store today and it was actually rather nice. they had signs up so you knew right where to go. folks wanting computers didn't have to wait while all 10 sales folks were ringing up and setting up phones. the phone folks did the account set up, someone brings out the phone. it is sold, they are watching a video about how to get started with the controls blah blah.

Good. I purchased my new iPhone the other day replacing my first gen iPhone. What an over the top process compared to the first iPhone activation.

blame that on ATT. they wanted the in store activation so they could get names and numbers in the system to have the contract and the right to charge an ETF when you cut service to unlock it and use it on t-mobile. they couldn't do that the first time around cause you never signed up

If I want to purchase an iphone, and i'm authorized, any employee should be able to help me. "Oh, I'm not wearing the right colored shirt for that" is ********.

look at it on the flip. would you want some guy that works in the stock room and was trained on how to ring sales 2 years ago handling your phone activation. totally screwing it up so now you have no working phone, you have to spend 4 hours on the phone with ATT who tells you that you have lost your phone number and they can't get it back cause it's locked in some sub-sub-sub routine so you will have to either wait 2 weeks to hopefully get it back or change numbers.

yes it sucks when the staff are all busy but personally I would rather someone admit they aren't trained to do sales than give it a whirl and F me up for hours when something gets messed up. especially when it is my phone

also this dedicated area is probably because they were listening. yes you might have to wait while the one or two folks in that area are working with someone but at least they will see you there and you don't have to leap frog around from person to person to hear "i already have someone else waiting for my help. after them I can help you" ten times only to spy someone available on the other end of the store who is taken by the time you get there.

The buying experience at the Apple Store is terrible. Too many people just looking around or talking to employees. People who genuinely want to go in and get something always have to wait a heck of a long time waiting.

i shop at 3 stores here in LA, including what is apparently one of the flagship stores and I have never had a truly terrible experience. of course even the best companies have a few bad eggs, but they are rarely to never indicative of the whole company

How about they fix the problem of you standing around 20 minutes waiting for one thier monkies to register your purchase when they feel the need that they all need to give one person attention.


you probably won't be complaining when you want, and receive one person's undivided attention


Apple is doing this now to get employees and customers oriented with the new "area" before a big rush, either next years iPhone release or the hoard of people getting an iPhone once AT&T's exclusive contract runs out.

you are probably pretty close to the truth

If they're going all out to hire a specific staff


but they aren't. from what I saw today and what I heard from the staff no one is being hired just to sell phones. all the experts are from existing staff. people who have paid attention and learned the details etc. they take turns in the area, spending maybe half a day there and the rest selling computers


I needed to buy blank DVD's to do so additional back-up before turning in my MacBook Pro for repairs, but they didn't carry any blank media at all.

i'm not shocked that they don't carry blank discs, printer ink etc. the prices were horrid. clearly they didn't sell enough to warrant the kind of big buys that would get them a decent discount and put their prices in line with the office supply shops. so they stopped trying

What was upfront? That's where they had more than twice as much space dedicated to iPhone and iPod CASES.

it's simple math. they are selling, the companies are paying to get their stuff on the racks. for Apple it is a win

[MikhailT]

Last I heard, Apple Corp has more than $20 billion in cash in the bank and no debt. I think it's already made quite a bit of money.

But as an enterprise, Apple is worth much more than just the cash in the bank. On the NYSE, investors think AAPL is worth $155 billion!

It is close to $30 billion in cash now.

[f1]

They've already done this in some of the Canadian Apple Stores there is one bay of iMacs that are preloaded with Parallels and have handheld scanners to scan in serial numbers and IMEIS, the Rogers/Fido sales system works in IE only. They have stools setup there, and on days with lots of activations going on at once they will cordon off the area. Having more people dedicated to selling iphones would be a good idea up here. As of right now the Apple store is the ONLY place to buy an iphone as most other outlets are sold out. In addition most Apple stores will only sell you the phone if you have an appointment or are paying full price for the phone; appointments are also hard to come by you need to book a week in advance. Also, the Rogers/Fido activation system is the worst system ever, certain activations/upgrades will take up to 3 hours.

[robsaskibum]

Experts are more specific then a genius, if you are looking for somebody is skilled and a genius at one specific product, that's an expert. If you are looking for a person that's just generally smart in everything, you are looking for a genius.

Since those guys are all about iPhone, they are called iPhone Experts. Genius is for everything else.

That's my opinion on why they did this.


The iPhone experts don't fix stuff, they are to help people get iPhones and help people with iPhone questions. The Family Room Specialists are the addition to the genius bar that help specifically with iPods and iPhones, as far as repairs go.

[Jewan]

If you hate having to wait for someone at the store to help you then book a personal shopping appointment and there will be a specialist waiting for you at the door. its a 1 hour appointment and its much easier to book one on the same day that you want to come in.
http://www.apple.com/retail/personalshopping/
check it out

[ob81]

Unless they have some sort of huge iPhone release coming soon, I don't see the need for this now, as I did with the iPhone 3G mania.

Yeah, this is what I thought. Either they are a little late, or very early.

Hoping very early.

[BeyondtheTech]

I think it's just another way of saying that they're not too fond of AT&T anymore. Perhaps they're saying, "you're treating our current and future Apple customers like crap by pulling shenanigans like ramming accessories and add-on plans down their throat when we don't need to do that. Or by pushing a BlackBerry or some Nokia/Samsung junk when you don't have iPhones in stock at the time."

Or, this could be a collaboration by executives at AT&T since they don't have to give any commissions for iPhones and activation done in Apple stores. Just another way of solidifying their ability to stick it to their own employees who need the money.

[iOrlando]

the apple store buying experience is probably the best I've experience in any brick and mortar store.

with that said...


i find that whenever i go to an apple store and i know exactly what i want and i need help, it takes a while to get help.

but when i go just to look around, i get a little hackled (just a little) asking if I need to be helped.

[Chimpy]

This is odd. We were already able to preactivate and then go in and be in and out with an iPhone in no time flat...I know as I just did it for my wife about two months ago.

Having a serparate area for it seems off-putting.

[michael.lauden]

I hope the iPhone "experts" are better than the Nano "experts" who think the Nike + Sport Kit are not needed with the 5G. All flash, no substance. It will catch up.

we will see about that. i'm pretty sure people will gladly still purchase Nike+

[theahnman]

They still sell computers, right?

Possibly. I'm still checking on that.

[crhudy1985]

This must be why the only Apple retail store in Indiana is closed for renovations.

I agree the buying experience at the Apple stores could be improved. I miss the dedicated counter especially when I am buying an accessory. It was refreshing to go to the flagship store in Chicago and get in line to buy a case for my macbook. I also hate to try and grab the attention of the geniuses and standing in front of products others want to look at. It doesn't help that it the Indianapolis Keystone retail store is the only one in the state. It is always packed with "browsers".

I will say the experience with buying my iphone at an AT&T store (which I was trying to avoid) was rather painless. It took me longer to decide if I wanted a 16 or 32 GB than to buy and activate the phone.

Also, buying my macbook (on Black Friday no less) was a quick stop. I only had to come back 20 minutes later to pick it up after my RAM upgrade.

[Target362]

This sounds like a great idea. an idea that should have been here since the start.

[Target362]

This must be why the only Apple retail store in Indiana is closed for renovations.

.

Not quite. It may be one reason, but not the main. Our local apple store (http://www.apple.com/retail/washingtonsquare/) was closed for around a month while they remodeled. when they reopned nothing much changed. ipods/iphones and macs remained in the same spot. The Genius bar was moved to the back instead of the side (the kids section moved where the genius bar was) and I think the glass panels remained. all of that could have been done over night.

[charlituna]

all of that could have been done over night.

if they wired the store the first time for any and all possibilities then yeah it is an easy move.

but if they wired it to match the setup of the time they may have had to do some work so they would have power, internet etc all in the right spots