Apple Stores: The DMV of Retail?

Business Insider: “Apple Stores have become an almost mythical part of the tech giant’s brand. Now, they could be killing it … if you’ve visited an Apple Store recently, you may have found that you weren’t visiting a magical tech utopia after all. Many customers are now comparing their Apple Store experiences to those they’ve had at a different place: the dreaded DMV.”

“Customers’ top complaints are focused on crowds and wait times, which can last for hours. Simply put, too many people need assistance at Apple Stores — and employees don’t have the time to help everyone immediately … Irritated customers tired of waiting for simple assistance tend to be less than impressed by Apple Stores’ unique design. Some say they feel Apple has prioritized artistry over customers’ needs.”

“In 2016, Apple retail boss Angela Ahrendts told Business Insider that the company needed ‘to open incredible places that almost behave like a town square, like a gathering place’ … For some, Apple Stores have become a site of frustration, not community mingling. However, the company is renovating dozens of stores across the US in an effort to better achieve its ‘town square’ goals. These revamped stores are larger, which could help with concerns of overcrowding. They also feature a new approach to the Genius Bar with the ‘Genius Grove,’ which allows a section of the store to be focused on repairs and assistance without involving lines.”

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