June 18th, 2012
I swear this sort of thing makes me want never to set foot in an Apple Store again:
Beneath all the chillness and chirpiness [of an Apple Store] is a consumer destination whose whimsy is the result of painstaking calibration. Think Disney World's underground tunnels, except with all the draconianism out on display and integral to the whole aesthetic. The products placed on blond-wood tables at precisely measured intervals. The reservations-only appointment system at the Genius Bar. The Five Steps of Service. The fact that Jon's beard is trimmed to a uniform three inches. It takes a lot of work to stay this relaxed.
Turns out, though, that there's one more bit of precision required to make the Apple Store so Apple-y. The notebook computers displayed on the store's tabletops and counters are set out, each day, to exactly the same angle. That angle being, precisely, 70 degrees: not as rigid as a table-perpendicular 90 degrees, but open enough — and, also, closed enough — for screens' content to remain visible and inviting to would-be typers and tinkerers.
The point, explains Carmine Gallo, who is writing a book on the inside workings of the Apple Store, is to get people to touch the devices. [...]