Apple Genius Training Student Workbook manual leaks: inside the reality distortion field
One thing that Apple is particularly well known for - and this is mostly attributed to former chief executive Steve Jobs - is something called the reality distortion field. Well, creating such a field seems like the exact intention of this training manual for geniuses. In an eccentric rundown of forbidden phrases, do’s and dont’s, and empathy techniques, the manual looks like more of a 101 course in psychology rather than a retail salasmen guide.
So far that approach has obviously worked wonders for Apple, so let’s see what drives those Apple Stores so successful. First, before becoming a blue-collar Genius, Apple puts its wannabe expert employees through a 2-week training course covering technicals like wireless networking to interpersonal training skills. It’s called the Bootcamp, and it’s sole goal is to immerse you in Genius Actions and Characteristics. If we had to summarize it, Apple Geniuses have to sell and consult compassionately and with respect. The focus? "Everyone in the Apple Store is in the business of selling," of course.
Apple describes sales of its products as “Selling Gadget Joy” guided by the clever abbreviation A(pproache), P(robe), P(resent), L(isten), E(nd).
The one thing that goes like a red line throughout the manual is the word and concept of “empathy.” And it’s by no means sympathy where you would feel sorry for someone - Apple geniuses are instructed directly to NEVER apologize. Your iPhone shattered? "I'm sorry you're feeling frustrated," the Student Workbook dictates the words you’d hear from an Apple genius. It’s not the product that is wrong or has to be fixed, it is you, the customer.
“Customer: This Mac is just too expensive.
Genius: I can see how you'd feel this way. I felt the price was a little high, but I foundit's a real value because of all the built-in software and capabilities.”
But most interestingly, Apple Geniuses are told to never ever say certain words. If the average person would say that his iPhone or iPad froze or crashed (when and if that happens), an Apple Genius is simply forbidden from saying those words. “Unexpectedly quits, does not respond,” are the only allowed phrases. Instead of bugs, Apple Geniuses can feel “sorry” about “conditions” and “issues.”
You think your iPad gets “hot?” A trained Apple Genius would correct you - it’s merely “warm” and never “hot.” Problems are also not “eliminated,” but rather “reduced.” Hit the source link below to get additional details straight from the source - sadly the full manual isn’t available, only screenshots out of it.
Finally, this is the kind of word engineering that makes wonders for Apple’s retail. Or maybe it’s just that tasty bitten apple logo on the back of devices. Whatever it is, so far, it seems to work great.
Genius Training Student Workbook
1. Bug, crash, hang are banned words for Geniuses
2. "Fearless feedback" or telling your fellow Geniuses why they are not so Genius (constructive criticism) is encouraged by Apple.
3. Empathy is the key word in Apple retail
4. Various empathy techniques for Geniuses
5. Apple Geniuses learn how to read body language too
1. iamcc (Posts: 1319; Member since: 07 Oct 2011)
I'll be right back, I need to go buy a new Mac.
2. TheLibertine (Posts: 484; Member since: 15 Jan 2012)
That's actually very interesting. But I like the Apple products, not the Apple marketing strategy, because the latter is a very sinister thing - like every companies.
3. MeoCao (unregistered)
SJ's "You hold it wrong" - that is real reality distortion field.
4. protozeloz (Posts: 5372; Member since: 16 Sep 2010)
Bwahahahahahha XD so the "Reality Distortion Field" is not a myth that's awesome, usually on marketing I used to be told the "customer is always right" now it seems more on the lines of "the customer is always wrong" I knew "easy to use" was part of their equation too, if people are constantly told its "easy to use" even the hardest operating system becomes a standard of ease
now to the bets, this post will rage over 100 posts by Saturday!
5. MeoCao (unregistered)
Are Americans so dumb and allow themselves to be fooled by Apple so easily?
8. redsox420 (Posts: 90; Member since: 27 Aug 2012)
Sadly, YES. Most Americans are way too dumb to learn anything and would just rather be told something.
This feeds right into apples hands.
Apple is the worst American company in the history of American companies, next to Bain Capital and Koch Industries. Apple doesn't innovate, they steal. The picked on Sammy because they were a soft target. The jury got the "instructional manual" on how to award apple something for nothing. It will be overturned on appeals.
Notice apple won't mess with Google, you know the ones who made Android!
In the words of the late Rodney King "Can't We All Just Get Along?"
6. Aeires (unregistered)
Kinda disturbing, gives the 'politically correct' movement an entire new level.
7. ibap (Posts: 692; Member since: 09 Sep 2009)
These are not the droids you're looking for...
Pay no attention to the man behind the curtain...
10. frydaexiii (Posts: 1216; Member since: 01 Dec 2011)
Now you know where high customer satisfaction comes from...Lies. So Samsung and everyone else gets lower customer satisfaction because they tell the truth? What a world we live in.
11. sprockkets (Posts: 1155; Member since: 16 Jan 2012)
nothing new. When had their virus problem they couldn't acknowledge it, help them force quit, or even give them help via their own forums. But apple isn't the only one, as most useless phone tech support companies do the same.
Regardless, apple sucks.
12. phatride4ever (Posts: 32; Member since: 01 Mar 2012)
Meh, just a book on how to sell products. Sales people always try to avoid negative words. Not shocking.
13. remixfa (Posts: 13902; Member since: 19 Dec 2008)
a lot of that is standard.. its just taken to a new level of... uselessness.
be a genius.. pretend like you dont know anything and your talking to children all day!
14. ddeath (Posts: 156; Member since: 14 Apr 2012)
Looks genuine, because someone I know had a problem with his iPhone 4 getting upgraded to the latest OS, the CSOs will always say it is his PC problem.
15. mrbtree (Posts: 59; Member since: 22 Feb 2012)
i'm actually saddened by the fact that an apple store is opening at the closest shopping centre to where i live and i've seen people point and stare. they really think we're that stupid or we can't think for ourselves. god i hate apple