Apple retail workers to change names, uniforms
updated 09:10 am EDT, Tue April 29, 2008
Apple Store changes
Apple is making a variety of changes to the ranks and uniforms of its workers, reports say. Mac Geniuses and Mac Specialists are having the "Mac" dropped from their name, reflecting the broader scope many already serve, while Business Consultants are becoming Business Partners. Uniforms are making a variety of subtle shifts; while Genius and Creative staff will hold onto their dark blue clothing, Specialists will take the Concierges' light blue, the latter switching to a bright orange.
Business Partners are being made to take on a more "professional" look, with dark blue button-down shirts, featuring "Business" embroidered into the sleeves. Black t-shirts will still be worn in stores, but only by behind-the-scenes workers.
Except for Business Partner, each rank's shirt will also have a new slogan. The slogans are:
* Specialist: “I can talk about this stuff for hours”
* Concierge: “I know people”
* Creative: “No pain, all gain”
* Genius: “Not all heroes wear capes”
* Manager: “My place. Your place”
* Back-of-house: “Some artists use brushes. I prefer boxes”
well...
04/29, 09:29am reply
Nothing says "professional" then having the word "Business" embroidered on your sleeve. And it's good Apple is spending time on these changes. Listening to mall patrons walking by the Apple store, all you hear is "Man, I can't believe people still go in there. Not only are those shirts not right for those positions, the tag phrases on them are just so cliched. I'll go back when they get some new fashions..."
testudo
Fresh-Faced Recruit
Joined: Aug 2001
not Apple's fault
04/29, 09:41am reply
We can't mock a story like this when it's our own insatiable appetite for news about all things Apple that is to blame. The company where I work recently changed paper towels in the rest rooms to a more environmentally friendy (and crappy) brand. If I worked at Apple, that would have made all the news/blog sites with people moaning about "Steve wasting time on things like that when he should be approving a mini tower or iTablet."
malax
Fresh-Faced Recruit
Joined: Aug 2006
Makes sense
04/29, 10:01am (1 reply) reply
For consumers looking for someone specific to answer their questions, it helps identify the correct person. Color choices make it easier to identify, as well. As for the names it makes sense to label them more correctly for the job they do. It's not rocket science, it's marketing. So you don't have to be an a** about it, even if it it some lame attempt at humor.
mgpalma
Fresh-Faced Recruit
Joined: Sep 2000
Indicative
04/29, 10:53am (1 reply) reply
Interesting, first they drop "Computer" from the company name, now they remove a reference to "Mac" from their retail staff's apparel. Clearly a message from Cupertino.
paulc
Junior Member
Joined: Aug 2000
Re: makes sense
04/29, 11:04am reply
Color choices only make sense if the color choice is obvious. Otherwise, you still have to know you need to go talk to the orange-shirts vs the green shirts.
testudo
Fresh-Faced Recruit
Joined: Aug 2001
come on guys!
04/29, 11:07am (1 reply) reply
MacNN has a great new feature, and it's been over an hour, and I'm only at -9???You guys just ain't trying!
testudo
Fresh-Faced Recruit
Joined: Aug 2001
Moderation
04/29, 11:27am (2 replies) reply
Love the new Digg-ripoff moderation system! I may never have to see a testudo post again!And MacNN, did you have to go so far as to steal Digg's icons too?
leamanc
Fresh-Faced Recruit
Joined: Oct 2003
Suits are coming!
04/29, 11:40am (2 replies) reply
How long until they're in suits and ties? For the really professional look, it's the necktie!
tindrum
Fresh-Faced Recruit
Joined: Apr 2004
ever
04/29, 02:12pm reply
thought that the exact same forum software used by digg may be used by MacNN - maybe those are the only icons you get...
rytc
Mac Enthusiast
Joined: Jan 2001
why wouldn't they?
04/29, 02:45pm reply
Dropping "Mac" makes sense. It's an Apple Store. They sell iPods and iPhones as well as Macs. "Mac Specialist" implies they you shouldn't ask them about iPod questions since they specialize in Macs. That's misleading, so this change corrects that.I'm sure the employees are glad that no one is being assign a red shirt (bad Star Trek joke, sorry).
malax
Fresh-Faced Recruit
Joined: Aug 2006