Apple Store Specialists Now Online

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By Trey Thoelcke Updated Published
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Apple Inc. (NASDAQ: AAPL) has launched a new online service that allows potential iPhone or iPad customers to ask questions of an Apple Store specialist. “You can talk directly to a trained Specialist over the phone, start a live online chat and even watch your Specialist’s screen during a personalised guided tour,” said Apple.

If that person does decide to make a purchase, the online specialist then sets up the product, the same as an in-store salesperson would do. The catch? So far, the service is only available to customers in the Brazil, Germany, Spain and the United Kingdom.

Here’s hoping the online “geniuses” are happier on the job than the members of the Apple’s retail sales staff we discussed yesterday. John Browett, senior vice-president for retail made changes to employee hours and staffing levels, cutting service levels and chopping hours for some employees. But after a few weeks, Apple declared, “We messed up,” and made some changes to appease disgruntled employees. But the hurt feelings remain.

Founder Steve Jobs apparently believed that the primary goal of the Apple stores was to provide a unique experience for visitors and customers. New CEO Tim Cook wanted more attention paid to both the top and bottom lines, and hence the change.

The new online service seems to bring a bit of the Jobs philosophy to Apple’s online shopping experience, where it had been lacking. But online specialists may want to remember that Jobs is no longer in charge.

Photo of Trey Thoelcke
About the Author Trey Thoelcke →

Trey has been an editor and author at 24/7 Wall St. for more than a decade, where he has published thousands of articles analyzing corporate earnings, dividend stocks, short interest, insider buying, private equity, and market trends. His comprehensive coverage spans the full spectrum of financial markets, from blue-chip stalwarts to emerging growth companies.

Beyond 24/7 Wall St., Trey has created and edited financial content for Benzinga and AOL's BloggingStocks, contributing additional hundreds of articles to the investment community. He previously oversaw the 24/7 Climate Insights site, managing editorial operations and content strategy, and currently oversees and creates content for My Investing News.

Trey's editorial expertise extends across multiple publishing environments. He served as production editor at Dearborn Financial Publishing and development editor at Kaplan, where he helped shape financial education materials. Earlier in his career, he worked as a writer-producer at SVE. His freelance editing portfolio includes work for prestigious clients such as Sage Publications, Rand McNally, the Institute for Supply Management, the American Library Association, Eggplant Literary Productions, and Spiegel.

Outside of financial journalism, Trey writes fiction and has been an active member of the writing community for years, overseeing a long-running critique group and moderating workshop sessions at regional conventions. He lives with his family in an old house in the Midwest.

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