Apple's Retail Philosophy

Employees reveal calculated culture

Apple has become a brand that can sell itself, yet the technology company pours untold amounts of energy into cultivating its retail experience, and its sales staff in particular. An extensive report by The Wall Street Journal taps into confidential training manuals, a recording of an internal store meeting, and more than 12 interviews with current and former employees to reveal the nuts and bolts of Apple’s retail secrets. What they found was a philosophy where listening comes first and sales is a relative afterthought.

Apple’s employees manage to pull off an air of cool confidence, but make no mistake that the demeanor is calculated.

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