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every March, Silicon Valley heads into conference season. Tech behemoths like Google, facebook, Intel and Nvidia welcome thousands of developers to their tech showcases — all the time with a deep focus on synthetic intelligence. these days it was Apple’s flip to unveil new desktop studying tools and utility at its 2018 worldwide builders conference (WWDC), which runs June four–eight on the McEnery conference center in San Jose, California.
Apple introduced Create ML, a brand new machine discovering tool that permits developers to with no trouble import custom information and create laptop imaginative and prescient and herbal language AI fashions on the macOS.
“Create ML is designed to assist you to train devoid of being a computer researching skilled,” talked about Craig Federighi, Apple Senior vp of software Engineering.
Create ML is built on Swift, Apple’s established-purpose programming language for its working methods and Linux. developers can use the Xcode Playgrounds UI to teach fashions with the aid of quite simply dragging working towards information into a default mannequin builder.
Create ML hurries up mannequin training on exterior GPUs. during the past, Mac clients might handiest run AI working towards with in-computing device Intel CPUs and GPUs or with the aid of renting computational vigour from cloud carrier carriers similar to AWS or Google Cloud. closing week, Apple officially introduced aid for external GPUs to macOS, powering computation in video games, video enhancing, and AI processing.
Apple’s metal 2, a know-how launched last year to optimize performance, images and computation for GPUs, can also accelerate neural community working towards on macOS.
With Create ML, developers can keep tremendous time on working towards AI models. Federighi says the practising time of an object detection mannequin in accordance with a 20,000-image dataset is decreased from 24 hours to simply 48 minutes on MacBook professional.
It’s now not simplest Apple, different tech giants are additionally striving to simplify builders’ entry into the area of AI. Microsoft’s customized imaginative and prescient and Google’s AutoML can also create subtle models with minimal effort and knowledge.
Core ML 2
last year, Apple launched Core ML, a know-how for high efficiency on-machine desktop studying utilized to Apple items comparable to Siri, camera, and QuickType. Core ML helps builders integrate disparate computer discovering fashions into apps. It helps extensive deep researching models with 30+ layers, along with average tree ensembles, SVMs, and generalized linear models.
today, Apple launched Core ML 2, a better-then-ever iteration that can method 30 percent faster the usage of batch prediction, and cut back mannequin measurement by way of 75 percent the usage of quantization.
Apple’s increasing Ambitions in AI
unlike lots of its Silicon Valley neighbors, Apple is a relative latecomer during this container. Apple’s researchers had now not launched any machine learning papers unless late 2016, and its sensible speaker HomePod which went on sale this January is experiencing sluggish revenue.
In a bid to capture up, Apple poached Google Search and synthetic Intelligence head John Giannandrea in April to lead its computer gaining knowledge of and AI strategy efforts.
Apple today announced major updates for Siri, together with ShortCut, a feature that makes it possible for iOS clients to create custom Siri voice instructions for third-birthday celebration apps integration. When ordering coffee at Starbucks as an instance, a consumer can preset a voice command for “a grande ice latte with soy milk and one sugar” and simply voice spark off with the word “latte.”
whereas Amazon Alexa and Google Assistant are leading the smart assistant combat in the US, Siri’s ShortCut is a sensible, purposeful and comparatively cheap flow through Apple that builds on its forte in the mobile ecosystem to discover the capabilities of voice instructions.
Apple is also investing within the self sufficient car market. last month the company registered fifty five self-driving automobiles with the California department of Motor cars, which makes it the state’s second greatest such fleet.
Apple has about 20 million developers on its AppStore, which has turn into the area’s greatest app marketplace with a unbelievable 500 million guests per week. developers obviously appreciate Apple simplifying the switch of AI elements into accepted purposes. Apple can be trailing within the AI race nevertheless it has the materials to close the space straight away.
Apple has posted a support doc online to tackle general questions involving some upcoming adjustments to Apple provider training and Certification courses.
within the doc, Apple confirms that the AppleCare division might be undergoing some adjustments to its provider working towards and Certification application.
Going into effect June 23, 2013, “This update is in keeping with comments from the box and should be certain a simpler and more straightforward strategy to create and maintain provider technician credentials,” says Apple.
here’s the breakdown (and you'll visit the guide document right here for the entire scoop):
- No extra ACMT re-certifications;
- New examination supplies;
- No greater testing facilities (all exams can be available on-line);
- No extra proctored assessments (for preliminary ACMT certification).
Apple explains that this change is integral because its AppleCare unit needs “technicians to be qualified earlier than servicing new products that require particular handling.”
particular practising and tests will be created for all new products, “on the grounds that new products commonly require new tactics and tools,” Apple adds.
with a purpose to reap carrier components, passing tests could be mandatory, but if you're already ACMT-certified, you don’t should do the rest right now.
besides the fact that children I’ve been aiding Macs considering they got here out in 1984 (when i was in excessive school), I haven’t received any “formal” practicing. It has mainly been studying by means of doing, reading the occasional e-book and now of path, TheAppleBlog. Does formal certification truly make a difference as a technician? You tell me.advertisement
currently I acquired into an argument with a seller that by some means concept a technician who first began repairing Macs sixth months ago trumped my 25 years experience. Did certification make this person a much better technician? Having achieved reasonably a little bit of hiring myself, I’ve too commonly discovered that certification best verifies your capacity to take a examine and can now not have bearing within the real world.
Now that the market has modified and everyone appears to be competing for scarce components, possibly a certification can be an extra facet? What’s the business strategy for unbiased Mac technicians trying extra? The answer took loads of analysis — even Apple wasn’t capable of answer my questions — so gain knowledge of from my experience.
credit score goes to each Brian better of BestMacs and Doug Hanley of MacTEK training, as a result of with out them I wouldn’t remember the alphabet soup of ACSP, ACMT, ACTC, ACSA, AASP, ACN and greater. Didn’t we all become Mac users to evade mysterious terms? As lots of you be aware of, the benefit of the Apple person interface is equalled best by means of the frustration of making an attempt to take note Apple’s certifications classes. figuring out this route was a whole lot more durable than any video video game I’ve ever played, but a “game” may well be the superior metaphor to describe the process.The online game
You start the “online game” as a typical Mac user. The three worlds you’ll commonly see in the video game are IT, seasoned Apps, and earnings. As an IT adult maybe you have expertise, perhaps you don’t. Nothing stops you from with no trouble repairing Macs on your own, except you do issues that notably void the guarantee and also you get caught doing so. You do not need permission per se from Apple to work on Macs. Many folks are satisfied at this level accumulating cash separately, however which you can’t proceed any additional until you get a certification — the important thing that unlocks the next degree in the video game.
the primary certification most go for is Apple certified guide knowledgeable (ACSP) which was once referred to as an Apple licensed support Desk professional (ACHDS). This certifies your capacity to be aware the operating equipment and is earned based on the OS version. for this reason, you are an Apple licensed aid professional in 10.5 (or quickly 10.6). every OS requires certification, however your certification doesn't expire. hence, if you're a ACHDS in 10.three, which you could call your self licensed devoid of figuring out 10.5 in any respect. Your can take the check without working towards (many do), self-examine by the use of materials from Peachpit, or attend an teacher-lead course at an Apple approved working towards center (AATC). MacTek is one of those centers. You’ll take the examine at a Prometric trying out core and pay round $200. The check takes about ninety minutes or so and you get the outcomes immediately.Apple Consultants community
whereas certification is the ability, the end you can be accomplishing for is the ability to be part of the Apple Consultants community (ACN). joining the ACN requires any Apple certification, such as the ACSP discussed above, or any number of other certifications (described below, although one supply says no longer all certifications are legitimate, so watch out). preserving with the video video game analogy, the ACN is like an entire new area of the video video game you are looking to discover, but the boss that must be defeated first is Apple, and your weapon is a certification!
After getting a certification you can then observe to join the ACN. The application payment is $60 and the specific payment to be part of is $395 as a sole proprietor. the entire requirements are here. You’ll get loads of merits reminiscent of product coupon codes as neatly as the means to network with other Macintosh consultants. As an ACN, Apple keep personnel may also hand out your card to customers within the shop. Now your business can basically expand as every Apple shop customer is a potential consumer for you.
ACN membership is exquisite and a lot of dwell at this stage of the “online game” using the ACN membership as a multiplier for his or her revenue. despite the fact, you nevertheless can’t do hardware repairs under guarantee nor order Apple materials. As with the video video game, you’re caught at this stage except you explore extra and check out to defeat the subsequent boss. Apple at all times controls the rules. accept it as a part of the online game. Fail to accept it and also you’ll get slapped lower back to the beginning of the video game sooner than that you may click on the domestic button.Server Administration Certification
From this element, you have got a couple instructions you could go. which you can focus on restoration and service, otherwise you can center of attention on server or advanced application administration (many folks will do each). i will be able to talk about the server administration certifications and the hardware capabilities certifications. which you could believe of every of these as two separate worlds within the online game. which you could select one or the different, or explore them both.
the primary stage server administration certification is an extra 4-letter acronym: ACTC: Apple licensed Technical Coordinator. apart from passing the test for ACSP, you’ll face the Server essentials examine. This extends your computer potential to servers. a good bigger degree of certification within the server realm is an ACSA — Apple licensed programs Administrator. For the ACSA, you’ll deserve to flow 4 assessments: Server necessities, listing capabilities, Deployment, and Mobility and protection for 10.6 (or superior gadget Administration for 10.5).
Apple additionally offers the ACMA (Apple licensed Media Administrator) which comprises Server necessities, Xsan, closing cut Server and as an option, aid essentials, Deployment, listing features, or final cut degree 1. different certifications are not necessarily IT connected and are software-concentrated. That’s a realm I’m no longer exploring as we chose the IT tune initially of the game.Hardware fix Certification
relocating on from server administration to precise Apple hardware restore, the basic certification you'll earn is the Apple licensed Macintosh Technician (ACMT), previously the Apple licensed portable Technician (ACPT) and Apple certified desktop Technician (ACDT). This certification capacity you're theoretically qualified to do guarantee repairs on Apple Macintosh gadget. The abilities required for ACMT are those of hardware restore and utility troubleshooting. You don’t want an ACSP to be an ACMT, but many people earn each. The educational process for hardware restoration is extra intense and it’s much less probably you’ll pass the test devoid of some practicing. At this degree, that you would be able to also go to an AATC and pay about $4,800 for each the hardware and utility aspects of the route, or your should purchase self-study materials from Apple known as “Apple Care Technician working towards” for $299.Apple authorized service company
comparable to how passing the ACSP means that you can join the Apple Consultants network, passing the ACMT permits you to enter the realm of an Apple authorized provider issuer (AASP). You might also not instantly turn into one though, and handiest AASP’s get compensation from Apple for assurance work. despite the fact, being an ACMT is awfully helpful if you are looking to get a job as an AASP. You might also also practice to do warranty repairs for your bigger company of over 50 Macs by the use of the Self-service program. in case you are looking to strengthen to being capable of do guarantee repairs for any one, you’ll face that same boss once again, Apple. be aware that becoming an ACMT will no longer necessarily earn you any longer funds than an ACSA or ACTC. facing the next boss may well be too costly and too restricting, but when you do want the subsequent degree, study on.
attending to that AASP level is basically the last level of the online game. You’ll should have an ACMT on staff and observe stricter requirements than becoming a member of the Apple Consultants network. frequently you’ll need a real shop entrance and not be a one-adult operation. Apple offers exceptions (doesn’t every online game have cheat codes?), but don’t count number on it. upon getting your AASP you can be listed with Apple as a provider company and get reimbursed for guarantee repairs.
So I’ve loaded the video game and pressed beginning. Is certification value it? What about ACN or AASP? Which training should i am going for? Is instructor lead working towards value it? Any training companies willing to sponsor me? What in regards to the self-look at courses? Share with me your experiences in the online game and let’s improve a definitive e-book including “cheat codes.”Apple-approved companies
ACN (Apple Consultants network)What it's: network on Apple professionals, receives discounts and suggestions from Apple, and can be referred from Apple retail retailers.requirements: Any certification.
AASP (Apple licensed provider issuer)what is it: company this is permitted to do Apple warranty repairs for compensation and order parts from Apple.necessities: Have an Apple licensed Macintosh Technician on personnel, among other necessities.Certifications
Apple licensed aid expert: simple figuring out of the client Mac operating gadget and troubleshooting.
Apple certified Technical Coordinator: Deeper figuring out of the Mac OS, including the Mac OS X Server and Server essentials.
Apple licensed methods Administrator: Even enhanced technical figuring out of the Mac OS X Server, including passing assessments on Server essentials, directory capabilities, Deployment, and Mobility and protection.
Apple certified Media Administrator: here is a sister song of the “Apple licensed programs Administrator” with a spotlight on the wants of media administration, and contains practising in XSan or closing cut.
Apple licensed Macintosh Technician: that you can do Apple hardware repairs, both out and in of warranty. Required to delivery (or get a job with) an Apple authorized provider provider, or self-service your colossal corporation.
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For a few hours last week, the internet collectively held its breath. After TechCrunch reported that Facebook had been flouting Apple’s Developer Enterprise Program by releasing a data-collecting “Research” app in the wild, it was revealed that Google was doing something similar. Both companies were seeking valuable data from iPhone users that Apple normally keeps locked up.
Apple had to respond. Not only were Facebook and Google openly disregarding Apple’s guidelines, they were skirting the iPhone maker’s very strict privacy rules by collecting gobs of data on how, when, and where people use their iPhones. And most importantly, they were stubbornly dismissing Apple’s very public promise that "What happens on your iPhone stays on your iPhone." In short, if Facebook and Google were doing it, how many other companies were?
If a smaller company had been outed, Apple likely would have pulled all its apps from the store. Beyond that, it would have revoked the company’s Apple Developer Program membership and iOS Distribution Certificate as well as its Developer Enterprise certification. Eventually low-level access would be restored, but Apple would surely keep them out of the enterprise program in perpetuity to send a clear message that this type of behavior would not be tolerated.
But the rules are different with Facebook and Google. Why? Because of us: the millions of users who use their services daily. Ultimately Apple took the path of least resistance—pulling enterprise developer certification for a few hours so Facebook and Google couldn’t run their in-house iOS apps—because it really had no other choice. When the dust cleared, all three companies got what they needed, with all of its users playing the role of pawns.Service with a grimace
Before Google was even part of the story, no one knew what Apple would do when confronted with the TechCrunch report. Some thought it would handle the situation behind the scenes after Facebook publicly admitted to using the app and shut it down. Others thought it might specifically target the Research app. And a few thought Apple might boot Facebook from the iPhone altogether.Tim Bennett (CC0)
Facebook is so important to the iPhone it may as well be a default app.
But that last option was never truly on the table. While I’m quite sure Apple at least considered the possibility of temporarily booting Facebook from the App Store, removing the Facebook app from the iPhone is an untenable move. Millions of people use the Facebook app—not to mention Facebook-owned Instagram and WhatsApp—on their iPhones every day and there needs to be a method to quickly update them all when needed. But even beyond that, Apple isn’t about to remove three of the most popular apps in the store.
The bottom line is Apple and Facebook need to get along. So do Apple and Google. The services we choose to install on our iPhones are just as important as Face ID and OLED screens and they're essential to our personal and professional lives. If Apple, Facebook, and Google aren’t getting along, we're all at risk. Whenever something like this happens, we’re all being used as bargaining chips, with convenience, privacy, and security all at risk. And that’s not good for anyone.Risky business
Apple’s response could have triggered a nasty chain reaction. Had it booted Facebook from the store, Facebook could have responded by refusing to make iOS apps. After all, an app isn’t necessary to access Facebook or Instagram, it’s just more convenient.Mark Hachman/IDG
Apple will fight for its privacy stance at all costs—even if it’s not clear who’s winning.
But that would be unacceptable for the millions of users who bought an iPhone to use with their Facebook and Instagram accounts. Of course, Apple isn’t selling Facebook as a feature when it markets the iPhone XS, but there’s an implicit understanding that customers will be able to access their favorite apps. Whenever Apple and Facebook fight, that relationship is being held hostage. Facebook knew Apple could retaliate, but it knowingly skirted Apple’s guidelines anyway. Why? Because it has the leverage: us.
Now, I’m not saying that Facebook is blatantly ignoring Apple’s terms of service just because Facebook knows Apple won’t actually remove its apps from the store, but there’s definitely some wiggle room. Every threat, every retaliation would punish us far more than it would hurt Apple or Facebook. As evidenced last week, Apple has the power to make things difficult for Facebook by pulling the plug on its internal iOS apps, but Facebook holds plenty of cards as well. And whether we like it or not, our faces are on every one of them.Money talks
With Google it’s a little different. While Google actually offers many more apps than Facebook does, they’re not nearly as indispensable. Most of them are duplicated by Apple’s own services, and like Facebook, Google could easily make them all web apps and circumvent the App Store altogether.Roman Loyola
Google on the iPhone is big business.
But Google wants your data. There’s a reason it spends spends billions of dollars a year to be the default search engine on iPhones: ads and data. And Apple obviously wants Google’s money. Which is why the hours-long certification removal last week smacked of melodrama. Had the Facebook news not broken first, I’m willing to bet that Apple and Google would have worked out their differences behind the scenes. Neither Apple nor Google are willing to risk their relationship, so what transpired was largely obligatory. And once again, we users were the pawns.
I have no doubt that Apple wants to protect its users from apps like Research and Screenwise Meter, but it’s also a fact that Apple didn’t stop either app until they became public knowledge. Nor did it seem to seek the return of the data that was harvested. So either Apple knew about the existence of both apps and didn’t do anything about them, or it missed a flagrant abuse of App Store guidelines happening right under its nose. In either scenario, Apple appears willing to look the other way in the interest of protecting the status quo.
So for now, all is good. We can continue posting and searching like before. Apple took a public stand for privacy, and Facebook and Google have agreed to play by Apple’s rules. But make no mistake, none of the companies involved lost much of anything. Yes, Google and Facebook had to shut down their data-collecting apps, but they still have years of data. And now we know that all three companies are willing to gamble with our trust.To comment on this article and other Macworld content, visit our Facebook page or our Twitter feed.
If you’re on a mission to improve your company’s customer service culture, adding a hospitality framework and mindset can be powerful in moving your initiative forward. If this distinction—between customer service and hospitality–sounds semantic, that’s not my intention; merely changing your terminology to “guest” instead of “customer” is emphatically not what I’m going for here. Instead, here’s what I mean: If the customer service you provide is languishing in realm of the transactional and the mundane, the lessons of hospitality–the timeless discipline of housing or feeding a guest under one’s own roof–has much to bring to the way you’re doing things now.
Some businesses already know this on a gut level; as a customer service consultant, I get more requests from CEOs who want their organization transformed into, say, “the Ritz-Carlton of banking” or “the Four Seasons of heavy construction” than I get requests that run the other direction: hotels looking to become “the CitiBank of beachside resorts” or “the Walmart of boutique hotels.” This isn’t a slight of CitiBank or of Walmart. But it does point to the truth that I want to talk about today: the understanding many of us instinctively have that a sense of hospitality equates with and leads to the highest level of customer service.
(One of my favorite stories: Before opening a single Apple Store, Steve Jobs asked employees around the Apple campus in Cupertino for the names of companies that had provided them with the best customer service experiences in the past. They got zero responses along the lines of Circuit City, CompUSA, and the other soon-to-be direct competitors of the Apple Store. Instead, he kept hearing the names of great resorts, boutique inns, and elegant hotels. Because of these responses, Jobs sent all of his soon-to-be Apple Store managers to customer service/hospitality training with a five star hotel company. The most visible thing to come out of this was the Genius Bar, which is a direct reworking of a traditional hotel concierge counter; less visibly, it also informs how Apple employees greet customers as they arrive at an Apple Store as well as how they interact with them from that point forward within the store.)
If I’ve convinced you that it’s time to bring some hospitality to your customer service equation, here are seven ways to get moving in that direction.
1. Think cinematically. Great hotels, resorts and restaurants attend to the cinematic potential of every guest’s time with them, and I encourage you to do the same: Pay attention to everything from design elements to lighting to pacing to tone of voice and word choice to ensure that the guest has a memorable, “scene by scene” experience. Thinking of a customer’s time with you in terms of setting the scene, providing a backdrop and getting the overall atmosphere just right is a key discipline that will encourage employees at all levels to enhance the customer experience for customers far beyond what a transaction-driven mindset would allow.
2. Become fanatical about effective hiring. If there’s one thing that the hospitality industry takes seriously, it’s hiring: taking the most scientific, effective approach to getting the right people into their organization. While learning to hire right isn’t a 100% guarantee of success (that raw material–new employees–now needs to be onboarded, trained, supported, and inspired), shining up your approach to hiring will go a long way toward winning the game. [Here are more of my thoughts, tips, and secrets related to hiring.]
3. No “not my department.” You’ll never hear a well-trained hospitality employee fob a customer and their request off on someone else. Rather than “you’ve called the wrong department; you’ll need to call loss prevention,” they’ll say, “I’m so sorry you misplaced your purse; absolutely, I can help you with that” (even if that assistance ultimately consists of nothing more than connecting the guest with the experts in the Loss Prevention department).
4. Aim to be anticipatory. Anticipatory service is the highest level of service, and it’s here that hospitality organizations shine. Hospitality isn’t just about providing what a customer (guest) asks for. It’s more elevated than that. It includes anticipating what a customer might have wanted to ask for but “didn’t want to be a bother”; what they didn’t know enough to ask for; and what they haven’t gotten around yet to asking for: their unexpressed needs and wishes, in other words.
5. Invest time, training, and emphasis on how you greet your customers. Part of being a host—of providing hospitality–is providing a “warm welcome” from the very start. The importance of this is related to how the human memory works (your brain, having limited memory storage space, strives to guess what the important moments to retain in memory are, and one of these is the beginning of an encounter) and it’s a key feature of hospitality. [More of my thoughts on warm welcomes, fond farewells, and customer memory here.]
6. Don’t just try to make your customers feel good; strive to make them feel good about themselves. I’ve written about how Old Edwards Lodge, a lovely Relais & Chateaux inn in North Carolina, uses lighting so good in its bathrooms that I felt years younger, fit, and tanned, and this isn’t an isolated incident. This may seem like a trivial example, but the principle is important: The comfort of the guest–including psychological comfort in terms of self-esteem–reigns supreme as a goal and value in hospitality.
7. Watch your language: Hospitality has its own language which, while having grown more informal recently, remains focused on making guests feel comfortable. How you use language should aim for this same goal. (More of my thoughts on language here.)
8. Learn to apologize like a champ. Giving great apologies is an essential part of providing hospitality and it’s a key skill in any customer service context. [If you’d like a copy of my 5-step AWARE methodology for customer service recovery–let me know and I’ll send you a printable version for your office use.]
CNN — The Apple Store is at a crossroads.
Its CEO is stepping down, and the iPhone, its most important product, is in a major slump. That's bad news for Apple in the near-term -- but a major opportunity for the Apple Store to take on an even bigger role for the company.
Apple built its stores to be the ultimate showroom for its latest products. Potential customers can go test out each Apple device. But that model faces a major challenge: iPhone sales fell 15% last quarter. People aren't buying as many Apple devices, and they're holding onto their old gadgets for longer than in the past.
Retail chief Angela Ahrendts announced Tuesday that she will be leaving the company. Now Apple must figure out how its 500 retail stores fit into its future.
"The stores need to reflect a changing Apple franchise," said Daniel Ives, analyst at Wedbush Securities. "Some of that has been lost over the last few years."
'An amazing way to buy a computer'
Apple does not disclose sales or foot traffic from its stores, but Ives estimated they make up around 25% of the company's $265 billion in annual revenue.
The Apple Store remains a mega-success. It brings in more revenue per square foot than any other retailer -- including Tiffany, according to eMarketer.
But the Apple Store depends too much on product launches, especially the iPhone, to draw customers, analysts say. Without a hot new iPhone or gadget, customers stay away from stores — unless, of course, their screen cracks.
"Apple stores only work when they have high demand, sexy products," said Jason Goldberg, head of the commerce practice at digital agency SapientRazorfish.
Ahrendts tried to reduce Apple's reliance on new hardware. She focused on turning stores into a "modern-day town square" with hands-on training sessions. Under Ahrendts, Apple entered cities like Dubai and Bankok and opened stores in high-profile destinations, such as Champs-Élysées in Paris.
Long wait times
Ahrendts successor, Deirdre O'Brien, will get a chance to reshape stores for the next era of Apple. O'Brien, Apple's current vice president of human resources, will become "senior vice president of Retail + People."
O'Brien should focus on improving customer service at stores, Goldberg argued: As Apple customers buy fewer iPhones, the stores' Genius Bars serve as an opportunity for growth.
But wait times for Apple's Genius Bar are often long and stores are overcrowded. Goldberg believes Apple should take a lesson from car dealerships, which separated their showrooms from service departments many years ago.
"Apple will probably have to move in that direction too," he said.
Best Buy reinvented its stores by going all-in on customer service and tech support with Geek Squad. As retailers around it crumble, Best Buy has recorded six straight quarters of comparable sales growth above 4%.
A career HR executive may seem like an odd fit to take over the top retail job. But if the Apple Store of the future focuses on customer service, people management experience may be what the new retail chief needs for the store to succeed.
Apple needs a retail strategy that uses stores to showcase the company's future, Ives said.
That means displaying fewer iPhones and iPads and showing more original content. Apple is planning its own streaming service to rival Netflix and it is expected to launch this year. The company plans to make up for slowing gadget sales by selling services and content for iPhone customers.
More Genius Bar staff, a new layout and a new executive could transform Apple Store for a future where iPhone sales aren't the main catalyst driving people into stores -- but iPhone service and video content are.
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