Genius bar keeps Apple stores stocked

There are long lines at the bar, and patrons are not waiting for Long Island iced teas. They're waiting for coveted time with an Apple Genius.

USA Today ran a piece on Apple's hot retail phenomenon, a non-traditional approach to drawing brand attention. Seems that the Genius Bar was a bit of an afterthought when Apple first dove into retailing in 2001. But folks are queueing up in droves to visit the Geniuses, waiting hours in line to secure a spot at the bar. Many stores have expanded the genius bar from 10 to 40 feet and quintupled the number of customer stools. Reservations are being accepted online, and new Genius hires are being snapped up in bulk.

It makes perfect sense, of course. No one wants to deal with tech support. It's usually by phone, it's expensive, and the process almost always leaves a bad taste in one's mouth. Apple Geniuses are real faces, knowledgeable, and even
(gasp) friendly! And their advice: completely free. Sure, you'll pay for the memory chip you need, but you'll get free installation and a real smile.

In a world where people don't have the time, money or interest in getting technical support for their beloved machines, Apple has hit upon an innovation in customer service: human interaction. Now that's service.

(story via MyAppleMenu)