September 20th, 2013
From McSweeney's, Retail Therapy: Inside the Apple Store…
When Apple employees are asked what they love most about their job (and they are asked often) most invariably answer "the people." They mean their co-workers, not the customers.
Because the daily expectations for customer service go beyond anywhere else in retail, only those with managerial ambitions will invoke their commitment to helping people. Some thrive on that. Others get diagnosed with PTSD. Consider that the flagship store on Fifth Avenue in New York City is open 24 hours and has more annual foot traffic than Yankee Stadium, yet only one door. Every day, in every Apple Store, people flood to customer service, when what many truly need is therapy.
On the face of it, a typical set of retail customer service war stories. Until the last customer's story, which is something else entirely, a reminder of how personal our modern personal computers have become.