Page 233 - The Apple Experience

Disneyland, which opened in 1955, was remarkably clean from day one
because Walt Disney wanted it that way. When he was developing the

concept behind a theme park, Disney visited fairs, circuses, carnivals, and

amusement parks around the world. He studied the attractions and the staff.

Apparently he didn’t like Coney Island because he found the ride operators

to be unfriendly. Instead, Disney found his inspiration in Tivoli Gardens in

Copenhagen. The employees were warm and courteous, the food was

excellent, the music was charming, the colors were bright, and the grounds
were meticulously maintained.

There’s an old black-and-white photo of Walt Disney himself picking up

trash at Disneyland. He cared. So did Steve Jobs. He cared about everything.

He once said that everything they do at Apple starts with the question, “How

easy will it be for the user?” This question applies to product design and the

in-store retail experience. How easy is it to find someone to help you at an

Apple Store? Very easy. (You can even purchase accessories yourself with the
Apple Retail app without interacting with an employee at all or purchase

products online and pick them up in a store. “Personal pickup” became so

popular in a short amount of time that employee name tags began promoting

the service so that customers would ask more questions about it.) Everything

is “easy.” That’s why Apple employees wear brightly colored shirts with the

Apple logo on them. The blue shirt was chosen because the color stood out

the best. It’s why an iPad is tethered to major products at the Apple Store

along with detailed specifications. It’s why customers can purchase their

items and check out on the floor without standing in a line at a cash register.
It’s why many Apple Stores are located in shopping malls. Although the real

estate was a lot more expensive, Steve Jobs didn’t want people to gamble with

twenty minutes of their time to visit a computer store in a remote location.