Going To The Apple Store Is Like Taking A Prozac According To Tim Cook

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Ever feeling down and need an immediate injection of happiness? According to Tim Cook you should just head over to the Apple Store because it’s just like taking a Prozac.

During his presentation at the Goldman Sachs Technology Conference, Cook explained why the Apple Store has been so successful because it’s become more than just a store, it’s a place where people can gather and learn about Apple. Kind of like a fantasyland for tech.

“I’m not sure ‘Store’ is the right word anymore,” Cook explained. ” They’ve taken such a broader role than that. People don’t think about Cupertino headquarters, they think about their local Apple Store, and because people think of those things, they love them.”

Before the launch of the iPad, Cook says that the public’s ingrained perception of tablet was a huge heavy monstrosity that no one wanted to carry around. If it weren’t for the Apple Store, the iPad wouldn’t be so successful today. “Our store is a place to discover, and I don’t think the launch would have been successful without the Stores. It gives us an tremendous advantage.”

Cook says that whenever he’s feeling down he actually goes to the Apple Store to balance himself out. “If i ever feel like i’m dropping down to a level that’s below excited, I go to the Apple Store. It’s like a Prozac.”

With all the crowds and hipster employees, I can’t say I feel the same way about my local Apple Store, but maybe if I took a Prozac before going to the Apple Store my entire outlook would change.

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  • walterwhite

    Unless you work there (apple retail)… most stressful job, ever.

  • joewaylo

    I’d have to down a bottle of Prozac before I decide to drive 42 minutes to an Apple Store that’s in the middle of nowhere or even in DC Georgetown where I’d have to take a computer on the bus. I’d rather go to an authorized reseller that’s down the block from me.

  • r_hunter_s

    People are so ignorant. Prozac takes, on average, 3-4 weeks to see any effects from it, as it is a long acting antidepressant. There are so many misconceptions about mental illness medications. If it worked that fast and that well, everyone with depression would be taking it. *End rant*

  • craigburdett

    Tim Cook has a distorted view of the Apple store created by the reality distortion field of being the company’s CEO. Apple stores in Austin (we have two) are some of the most anxiety-inducing shopping venues in town (perhaps tied with SoCo on a sunny Saturday afternoon).

    I’m guessing folks know when Mr. Cook will wander into a store (or they might recognize his high-profile profile) and he sees people enjoying what Apple hopes for: a personalized experience where a consumer might try a product and ask questions of a well-trained staff before making an informed purchase. Apple stores may have the highest $/sq. ft. but that doesn’t make them an enjoyable experience: one would expect undersized stores selling highly desirable premium products and expensive repairs to be highly profitable.

    Apple stores are normally a gaggle of tween-agers playing with iDevices and making faces into MacBook cameras, a group of sixty-somethings learning how to use iPhoto, a largely too-cool-for-school ‘staff’ gossiping and comparing gauges in tight huddles, a packed-to-the-gills genius bar staffed with the snotty AV kids, 5-6 people standing in the back with iMacs and MBPs waiting to talk to those genii (the back by the way is where they keep the shelves of accessories) and a Kafka-esque method of paying for anything you might be able to elbow your way through the waiting crowd to pluck off a shelf.

    Mr. Cook needs a dose of reality ’cause Apple stores are not a whole helluva lotta’ fun.

  • technochick

    Apple stores are normally a gaggle of tween-agers playing with iDevices and making faces into MacBook cameras, a group of sixty-somethings learning how to use iPhoto, a largely too-cool-for-school ‘staff’ gossiping and comparing gauges in tight huddles, a packed-to-the-gills genius bar staffed with the snotty AV kids, 5-6 people standing in the back with iMacs and MBPs waiting to talk to those genii (the back by the way is where they keep the shelves of accessories) and a Kafka-esque method of paying for anything you might be able to elbow your way through the waiting crowd to pluck off a shelf.
    .

    so you’ve been to every Apple store. or at least all the ones in the US. That’s how you can give such a description with an implication it is the same everywhere.

    Perhaps your local stores are such but it isn’t the same at all stores. I know this because there are 8 stores in my immediate area and they are rarely to never even close to what you describe

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Buster HeinBuster Hein is Cult of Mac's Social Media Editor. Hailing from Roswell, New Mexico, but now spending his days in Phoenix, Arizona, he wastes most of his time eating burritos and reading Spanish romance novels. Twitter: @bst3r.

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