Page 249 - The Apple Experience

CHAPTER 17

Design Multisensory

Experiences

Our stores are designed to create owners of Apple
products and build loyalty.

—Apple mantra

The screens on MacBook computers are set at ninety-degree angles in an

Apple Store. The screen’s position forces you to touch the computer, moving

the screen to your ideal viewing angle. In One to One workshops, Creatives

don’t touch the computer without permission. Instead they guide customers

to find the solutions themselves. Everything is connected in the Apple Store

for the purpose of encouraging customers to touch, play, and interact with

the devices. iPads are connected to the Internet. iMacs, iPod Touches, and

MacBooks are as well. Although the products have changed since the first

Apple Store opened, connectivity is still a key component of the experience.
When Steve Jobs gave a tour of the first Apple Store in 2001, he

highlighted the fact that all of the computers were connected to the Internet.

“You can go up to any computer and start surfing, go to your personal

website, or do whatever you want to do on the Internet. It’s pretty great,” he
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said. You can still walk up to any device in the store and start using it—read

books on an iPad, play games on an iPod Touch, listen to music on an iPod,

or create a presentation on a MacBook, or view photos on an iMac. Steve