The video discusses the psychological techniques used by Apple stores to encourage customers to purchase their products. The store layout, product placement, and employee interactions all contribute to creating a sense of exclusivity and ownership for the products.
The video begins by noting that Apple stores use a unique angle for displaying their laptops, 76 degrees, to encourage customers to interact with the products. The products are always fully charged and ready to play, prompting customers to adjust their viewing angle. This interaction increases the sense of ownership, a psychological phenomenon known as the endowment effect.
Apple employees are trained not to touch the products that customers are testing, reinforcing the idea that the products are unique and valuable. The store layout, with cash registers placed in a way that encourages customers to pay without thinking about money, is part of this seduction process.
The video also highlights the use of the term "Genius bar" for Apple's technical support service, which is a subtle rewording that changes how customers feel about the service. The store layout, with products placed on large tables, is designed to signal the importance of each product.
The video concludes by discussing the use of the term "Town squares" for Apple stores, reflecting the company's focus on creating a welcoming, inviting atmosphere. The video also discusses the high-quality architecture of some Apple stores, which have become tourist attractions in their own right.
The video ends with a preview of the Insta 360 Flow, a stabilizing gimbal that can also serve as a tripod and selfie stick, and a battery bank. The video encourages viewers to purchase the product.
Here are the key facts extracted from the text:
1. Apple stores use a 76-degree angle for their laptop displays.
2. Apple employees are instructed not to touch products that customers are testing.
3. The "endowment effect" is a psychological phenomenon where people are more likely to keep something if they feel like they already own it.
4. Apple stores do not have traditional cash registers; instead, employees bring iPads to customers to complete transactions.
5. Apple's technical support service is called the "Genius Bar".
6. Apple stores are designed to feel like a place to experience Apple products, rather than a traditional shop.
7. There are no price labels or sale signs in Apple stores.
8. Apple stores have a "Town Square" design, with an open layout and no separate areas for different products.
9. Apple offers free classes and workshops in their stores, called "Today at Apple".
10. Apple employees are called "Specialists", not "employees" or "sales staff".
11. Apple has a lower acceptance rate for job applicants than some Ivy League universities.
12. Apple employees do not have sales targets or commissions.
13. Apple's customer service approach is based on the "five steps of service", which spell out the word "APPLE".
14. The five steps of service are: Approach, Probe, Present, Listen, and End.
15. Apple employees are trained to frame bad situations in a positive way and avoid blaming Apple products.
16. The Apple Store employee handbook includes a list of banned words that employees should not use when interacting with customers.
17. The handbook was leaked in 2012 by Gizmodo.
18. Apple stores are designed to be visually appealing and create a sense of excitement and curiosity.
19. Apple stores have become tourist attractions and are often visited by people who are not necessarily looking to make a purchase.
20. The company with the highest earnings per square foot of space is Apple.