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.”