Page 118 - The Apple Experience

CHAPTER 8

Follow Apple’s Five

Steps of Service

You don’t need to stock iPads to create an irresistible
retail environment. You have to create a store that’s

more than a store to people.

—Ron Johnson

Walk into an Apple Retail Store, and you’ll be greeted with a warm,

friendly, cheery welcome within seconds of stepping inside. Approaching

customers with a warm welcome is the first of five steps employees are

instructed to take to create an enriching and memorable experience for Apple

Store customers. All employees know the steps of service as the acronym

APPLE:
Approach customers with a personalized, warm welcome.

Probe politely to understand all the customer’s needs.

Present a solution for the customer to take home today.
Listen for and resolve any issues or concerns.

End with a fond farewell and an invitation to return.
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These five steps are taught to every Apple Retail Store employee. The

steps are also practiced by other brands in a variety of industries as the

foundation to delivering exceptional experiences. Some brands like AT&T

retail stores adopted and modified the five steps with direct input from Steve

Jobs. Other brands copy components of the steps with slight modifications.