What does it take to become an Apple Genius? You’d think the biggest requirement would be a lot of technical knowledge, but really it’s empathy and knowing how to talk to people. Geniuses are the face of the company when customers are the most pissed off at Apple, so great customer service skills are key.
Gizmodo just unearthed Apple’s official Genius Training Student Workbook and it’s oozing with secrets, like words a Genius can’t use to describe a problem.
Some Mac users felt Apple’s ‘Genius’ ads made them look stupid.
Scott Trattner, the executive creative director behind the “Genius” advertising campaign — which was quickly killed by Apple shortly after its debut — has left his role at TBWA/Media Arts Lab in favor of a new role with advertising agency 72andSunny.
Apple’s controversial “Genius” TV ads have been unofficially killed. While Cupertino hasn’t said anything about the ads, they’ve removed the TV spots from their YouTube channel and the Apple.com marketing page. Apple stopped airing the ads on television days after they were introduced because of criticism that the ads made Mac users look clueless.
It’s fairly easy as a longtime Apple fan to dismiss the recently aired “Genius” ads as nothing more than a misstep in a rather stellar marketing history by the, well, geniuses in Cupertino. However, a new study by Brandindex Buzz shows a shift in the demographic trends for the Apple brand, which may go to explain the goofy ads as more specifically targeted advertising.
By now you’ve probably heard: a shiny new iPhone is right around the corner. But some in the tech world have been asking if Apple’s new trinket will only be playing catchup to more advanced, and more feature-rich, Android phones. We think that’s crap, and on our latest CultCast, we’ll tell you why.
Then — Apple’s embarrassing new Olympic Mac ads have just been pulled; we’ll tell you why we thought the ads needed to go, and so will our special guest, former Apple ad guy and longtime Steve Jobs’ collaborator, Ken Segall.
The Geniuses at your local Apple Store are used to dealing with a wide assortment of complaints and problems. Broken harddrive, cracked iPhone screen, kidnapped woman? They can handle it all.
A few nights ago a kidnapped woman from Kentucky was forced to walk into an Apple store with her kidnapper who was trying to force her to purchase a bunch of Apple products with her credit cards. But thanks to an alert Apple Store employee, the woman was rescued and her kidnapper is now in the slammer.
Quite a bit of chatter has arisen over Apple’s newest “Genius” television ads. Some have called them “embarrassing.” Others? “Ehhh?” Even Ken Segall, one of Apple’s former advertising creative directors has given the ads a big thumbs down.
But are they really so terrible? If you take a look back, you’ll see rather quickly that Apple has produced much worse. In fact, I’d go as far to say that some of Apple’s previous ads make the new ones seem not just good, but absolutely amazing.
Don’t believe me? Check out this gallery I compiled of what I believe to be the top 10 worst Apple ads of all time. Watch out- some of them are pretty shocking.
Tonight during the Olympics, Apple aired several new Mac focused ads. The spots are drastically different than the kind of style Apple has been using in its TV ads for products like Siri and the iPad.
One features a man on a plane receiving assistance from a Genius with iMovie on his Mac, and another features a conversation between the same Genius and a customer who has just been tricked into buying “basically a Mac.” The third ad shows a scene in which a frantic dad explores iPhoto with a Genius.
Apple’s new Genius Bar layout provides room for 12 customers instead of the usual 7.
As Apple’s devices become increasingly popular, so do its retail stores. It’s almost impossible to walk into one and see a Genius without an appointment, and even with an appointment you can almost guarantee there will be a lengthy wait. But Apple hopes to improve this with a new Genius Bar layout that increases capacity from 7 to 12 customers, simply by turning a table 90° and adding a few extra stools.
25 iPhones worth over $16,000 have been stolen from an Apple Store in Northlake Mall in Charlotte, North Carolina. Unlike the familiar attacks in which thieves smash in Apple’s trademark glass doors, the suspect in this case was an Apple store employee and had easy access to the store’s stock room.