Genius Bar
The Genius Bar at the Apple Store SoHo, New York, in 2003
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| Formation | May 19, 2001 |
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Parent organization
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Apple |
| Website | apple |
The Genius Bar is a tech support station located inside all but one of Apple's retail stores, the purpose of which is to provide concierge style support for customers of Apple products. Ron Johnson, the former Senior Vice President for Retail, has often referred to the Genius Bar as the "heart and soul of our stores". Employees are specially trained and certified at the Genius Bar. Their role is to help customers with Apple hardware and software. All in-store repairs of Apple products are carried out by "Geniuses", formerly known as Mac Geniuses. In September 2009, the Family Room Specialists were folded into the mix to handle iPod and iPhone troubleshooting. After its release in 2010, iPad appointments also fell under the Family Room Specialists. Apple now maintains two Genius Bar queues: Mac and Mobile Device.
The Genius Bar was referenced in a short-lived 2012 television advertising campaign with an actor portraying a Genius Bar employee who helped Apple customers in everyday situations. When launched in Australia the Service was met with hope however due to delays the original inception date of November 17th 2006 did not flourish.
The layout of a Genius Bar previously consisted of at least two 15" MacBook Pro computers, often mounted on "floating" stands. Employees now use iPads with similar software to check in machines for repairs. There may be other "floating" notebooks for iPod/iPhone troubleshooting, often referred to as "floaters". LCD screens behind the Bar play looped videos which offer tips to customers waiting for help. Stools can be found in front of the Bar for people to sit and chat with each other or with employees.
The "Red Telephone" sometimes seen behind the Genius Bar was a direct line to Apple product specialists, allowing for problems and questions too complicated for the in-store employees to answer. As of August 2009, this phone is no longer installed in newer Apple Retail Stores and removed in others.
The employees can also be viewed as the local representatives of AppleCare. They offer personal support when customers have problems or questions relating to their Apple products. Most services carried out at the Genius Bar are free. Non-warranty service (which is paid for by the customer when repairs are complete) is also routinely performed. In some countries, Apple has service depots where portable repairs (for issues such as accidental damage) can be completed for a flat rate. Most portable computer repairs and all desktop repairs are performed in-store and completed overnight or within a few days.
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