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”
Fresh-Faced Recruit
Joined: Aug 2001
well...
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..."