Apple Genius Training Student Workbook manual leaks: inside the reality distortion field

Apple Genius Training Student Workbook manual leaks: inside the reality distortion field
Ever wondered what one should go through to become an Apple Genius? Wonder no more - the full and most up to date Genius Training Student Workbook got in the hands of Gizmodo, and there’s plenty of interesting and often even disturbing techniques that Apple Geniuses have to instil in their minds before starting the real work.

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.

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.”

And if a customer is plain wrong, Apple instructs its employees to use the mild “turns out” phrase to correct them, as if they’d also just found out.

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.

source: Gizmodo



15. mrbtree

Posts: 59; Member since: Feb 22, 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

14. ddeath

Posts: 170; Member since: Apr 14, 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.

13. remixfa

Posts: 14605; Member since: Dec 19, 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!

12. phatride4ever

Posts: 33; Member since: Mar 01, 2012

Meh, just a book on how to sell products. Sales people always try to avoid negative words. Not shocking.

11. sprockkets

Posts: 1612; Member since: Jan 16, 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.

10. frydaexiii

Posts: 1476; Member since: Dec 01, 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.

7. ibap

Posts: 873; Member since: Sep 09, 2009

These are not the droids you're looking for... Pay no attention to the man behind the curtain...

9. redsox420

Posts: 90; Member since: Aug 27, 2012


6. Aeires unregistered

Kinda disturbing, gives the 'politically correct' movement an entire new level.

5. MeoCao unregistered

Are Americans so dumb and allow themselves to be fooled by Apple so easily?

8. redsox420

Posts: 90; Member since: Aug 27, 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?"

4. protozeloz

Posts: 5396; Member since: Sep 16, 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!

3. MeoCao unregistered

SJ's "You hold it wrong" - that is real reality distortion field.

2. TheLibertine

Posts: 484; Member since: Jan 15, 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.

1. iamcc

Posts: 1319; Member since: Oct 07, 2011

I'll be right back, I need to go buy a new Mac.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.
FCC OKs Cingular's purchase of AT&T Wireless