Page 167 - The Apple Experience
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Apple employee teaching a customer something new. Source: Getty Images
Building Relationships One to One
One to One is a membership program at the Apple Retail Store designed to
help you get the most out of Apple’s products. For $99, upon the purchase of
a new Mac, Apple customers can sign up for one year of personalized classes.
The classes are made by appointment and conducted face-to-face in an
Apple Store with Creatives who are trained to give instruction on Apple
products and software. Customers can learn just about anything: basics about
the Mac operating system; how to design a website; enjoying, sharing, and
editing photos or movies; creating a presentation; and much more. One to
One offers several ways to learn: one-hour personal visits with a trainer, small
group workshops, or longer blocks of time where multiple customers work on
their own personal projects while a trainer checks in to see how they’re doing.
The One to One program was created to help build customers for life. It
was designed on the premise that the more you understand a product, the
