Page 9 - The Apple Experience

INTRODUCTION

Enriching Lives

We are at our best when we deliver enriching experiences.

—Apple credo

Gary Allen traveled 3,200 miles, crossed ten states, and used 100 gallons of
gas to celebrate the tenth anniversary of the Apple Store in May 2011. Why

would he do such a thing?
When the iPad was introduced, thousands of people camped out

overnight at Apple Stores around the world to be among the first customers

to buy it. Even Apple cofounder Steve Wozniak stood in line at a store in
San Jose, California, more than twelve hours before the device went on sale!

Couldn’t he have simply called his boyhood pal, Steve Jobs, and ask for an

iPad to be delivered to his home?

Comedian Mark Malkoff brought a goat into an Apple Store—yes, a real

goat—posted the video on YouTube and received nearly one million views.
1
He also decided to test the patience of Apple employees by ordering pizza

and having it delivered to him at an Apple location, visiting stores dressed as

Darth Vader, and hiring a trumpet player to serenade him and his wife in an
actual store. Why didn’t Apple Store managers kick him out? The answers to

these questions will help you create a one-of-a-kind experience for your

customers that will move your brand forward and help you crush your

competitors. But to really understand the answers, we have to turn to a

higher source.