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.