At Microsoft’s Stores, Apple “Genius” = “Retail Technical Advisor”
As Microsoft begins hiring for its first retail stores, the giant is showing it’s usual flair for naming. What Apple calls a “Genius,” Microsoft is calling a “Retail Technical Advisor.”
Microsoft is hiring for its first two stores in Scottsdale, AZ and Mission Viejo, CA., which are due to open in September. While Apple is at pains to emphasize that its retail jobs are “More than a retail job,” Microsoft puts the word “retail” in its job titles.
According to the job listings, here’s how Microsoft breaks down other jobs in the store compared to Apple.
Concierge = Retail Customer Service Associate-Full Time
Personal Shopping Specialist = Retail Sales Associate
One to One Trainer = Retail Trainer
And here’s how Microsoft pitches its store to employees, compared to Apple. Where Apple says, “Be the face of Apple,” Microsoft says “You have unique experiences, skills and passions—and we believe you can bring them all to Microsoft for a rich, rewarding career…” in retail. Which is more compelling and less BS?
Microsoft:
You have unique experiences, skills and passions—and we believe you can bring them all to Microsoft for a rich, rewarding career and lifestyle that will surprise you with its breadth and potential. Just imagine the excitement and satisfaction of what you can do, where you can go, and the difference you can make with the resources of Microsoft behind you.
Apple:
Be the face of Apple—help people learn about, shop for, and get the most out of their Apple products. That means we’re not just looking for people with retail experience. Creative pros, technical experts, and business consultants have a place here, too.
Leander Kahney is the editor and publisher of Cult of Mac, and author of three books about technology culture: 
