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U.S. Army imitates Apple to attract new recruits

Robert Palmer

They say imitation is the sincerest form of flattery, but I'm not sure how this one will go over with pacifist Steve Jobs. According to BrandWeek, the U.S. Army is planning on opening a concept recruitment center inspired by the interactivity of Apple's retail stores.

The pilot recruitment center is designed to be less intimidating, and more "like walking into a NASA center," said Edward Walters, chief marketing officer for the U.S. Army. The center will include helicopter simulators, full-scale equipment mockups, and large video screens.

The centers "show people what Army is about. We want to convey to young men and woman the most meaningful benefits of joining the Army," said Walters.

Analyst Richard Laermer doubts the test will succeed, and predicts that the new-look recruitment center will be shut down because of public outcry. "People are going to get mad about it," he said.

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