GoKawiil
Tech News
An account from Apple's early retail leadership describes how Steve Jobs discouraged staff from using the term 'customer,' pushing instead for language and service practices centered on building relationships rather than transactions. The approach, paired with the physical Apple Store experience, is credited with cultivating unusually strong brand loyalty over the years.
Ron Johnson, who built Apple's retail store network starting in 2000, says he doesn't believe AI shopping agents will fundamentally change how people buy products. He argues that for significant purchases like laptops, consumers still want to physically handle items rather than let an AI complete the transaction, even as companies like Google and OpenAI push tools that let agents research, compare, and buy on a shopper's behalf.
Apple is said to be overhauling the lesser-known display areas inside its retail stores, internally called 'Avenues,' to prepare shoppers for an upcoming home product. The change reportedly signals that Apple wants dedicated in-store space to educate customers on a new category of device before it launches.