Apple Introduces Major Retail Changes, Including New Pro-Level Positions and Credo

Apple held all-hands meetings with retail employees this weekend to introduce major new changes, including new and renamed positions, a new credo, and new store layouts, according to multiple retail sources.

apple-retail-employees
Apple is implementing three new retail positions in the United States and United Kingdom, and likely elsewhere, including two pro-level positions and an all-new Technical Expert position to complement the Genius Bar/Grove:


Pro: A new sales position above Expert. These employees are considered the most knowledgable about Apple products and services.
Creative Pro: A new learning position above Creative. These employees are considered the most knowledgable about Apple products and services.
Technical Expert: An all-new customer support position in between Technical Specialist and Genius. These employees will be able to provide mobile repairs, a task previously limited to Geniuses, and troubleshooting for software and products like the Apple Watch and Apple TV. The position will help reduce Genius Bar/Grove and service wait times.

In addition to the new positions, Apple is renaming several of its current retail positions:


• Red Zone Specialist → Specialist
• Family Room Specialist → Technical Specialist
• Business Specialist → Business Expert
• Back-of-House Specialist → Operations Specialist
• Inventory Specialist → Operations Pro

Meanwhile, the Back-of-House is now called Backstage, where the Inventory and Operations teams work, and the Red Zone, which encompasses the sales floor, is now called the Product Zone. Apple's existing retail locations will use the same tables from the old Red Zone for the new Product Zone.

Apple has also updated its credo, a motto that the company encourages its retail employees to follow. The new credo:

Enriching lives.

We are here to enrich lives.
To help dreamers become doers,
to help passion expand human potential,
to do the best work of our lives.

AT OUR BEST

We give more than we take.
From the planet,
to the person beside us.
We become a place to belong
where everyone is welcome.
Everyone.

We draw strength from our differences.
From background and perspective
to collaboration and debate.
We are open.

We redefine expectations.
First for ourselves, then for the world.
Because we’re a little crazy.
Because “good enough” isn’t.
Because what we do says who we are.

We find courage.
To try and to fail,
to learn and to grow,
to figure out what’s next,
to imagine the unimaginable,
to do it all over again tomorrow.

AT OUR CORE

We believe our soul is our people.
People who recognize themselves
in each other.
People who shine a spotlight
only to stand outside it.
People who work to leave this world better than they found it.
People who live to enrich lives.

Last, Apple said it now has over 30 retail locations based on its new design language, including the flagship Apple Union Square. The new layout includes a combination of The Avenue, Genius Grove, The Forum, The Plaza, and The Boardroom. Apple is renovating dozens of locations with the next-generation design, and all new locations since mid 2015 have been based on the new design language.

Juli Clover contributed to this report.

Top Rated Comments

BruceEBonus Avatar
98 months ago
George Orwell would be proud...
Score: 69 Votes (Like | Disagree)
iamnotme Avatar
98 months ago
Their little poem is a bit too propaganda-ish. Not as bad as what you'd probably hear on North Korean TV but similar
Score: 61 Votes (Like | Disagree)
Arran Avatar
98 months ago
Credo is cheesy. Vacuous corporate feelgood blather.

As always, they'll be judged by their actions, not words.
Score: 46 Votes (Like | Disagree)
chriscrowlee Avatar
98 months ago
Just makes me cringe reading this. Reminds me of the BS titles and gimmicky chants Best Buy used to make us all do when I worked a high school job there. LOL. Employees just roll their eyes at this stuff.

As far as "Backstage" and other silly names for parts of the store, it just smells like moldy cheese... like Apple is trying to reinvent the wheel, at least from a customer outside-in view. It looks stupid and makes it feel like Apple is belittling me as a customer.

The problem as I see it as a long time customer, is that the method of hiring has changed so much since the "old days" ... used to be when you walked into an Apple Store, you were greeted by people passionate about the product. I know a lot about the technical side of Apple products, and loved that someone working in a retail store was at the same level and could talk the talk. It seems like their pay back then got that sort of employee, but it seems like pay hasn't changed, so now for the same pay 15 years later they get basic retail employees.

Now it seems when you go in, the employees working are just regular retail drones, many of which don't have or want an iPhone, and don't have or want a Mac, they just need a job while in school, or a job to make some summer money. The hiring has shifted, maybe a result of such low unemployment, not sure. Yeah some of the old days guys are there, but not many.

It's just really sad to see where Apple Retail was and where it is today. It's not the experience Steve wanted when he launched the store. I understand times change, and retail does as well, but it feels like with Angela in charge things have gone from great, to status quo retail, to now just weird and unproductive.

Hopefully things get better, because I'm not sure how many more product launches I can sit through where I go in and am told to get the product they have sitting in their back room I have to go online and order it then come back.
Score: 44 Votes (Like | Disagree)
yaxomoxay Avatar
98 months ago
In other words, the 1984 big brother ad was aimed at 2016 Apple and not IBM
Score: 42 Votes (Like | Disagree)
44267547 Avatar
98 months ago
So even their employee's get the 'Pro' title, besides their products. Seems the 'Pro' term is a little over used in my opinion.
Score: 35 Votes (Like | Disagree)

Popular Stories

Beyond iPhone 13 Better Blue Face ID Single Camera Hole

Six Reasons to Wait for Next Year's iPhone 17

Thursday February 22, 2024 4:20 am PST by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models concurrently, which is why we sometimes get rumored feature leaks so far ahead of launch. The iPhone 17 series is no different, and already we have some idea of what to expect from Apple's 2025 smartphone lineup. If you plan to skip...
iPhone Notch

Apple Explored These Notch and Dynamic Island Designs for iPhones

Friday February 23, 2024 2:05 pm PST by
With the iPhone 14 Pro models in 2022, Apple introduced the Dynamic Island, which can morph and expand to display system alerts, sports scores, and a variety of other information. The feature makes the space surrounding the front camera and Face ID sensors useful compared to the notch on older iPhone models. Apple explored a variety of ideas for the iPhone's notch area over the years before...
General Apps Messages

Apple Announces 'Groundbreaking' New Security Protocol for iMessage

Wednesday February 21, 2024 6:00 am PST by
Apple today announced a new post-quantum cryptographic protocol for iMessage called PQ3. Apple says this "groundbreaking" and "state-of-the-art" protocol provides "extensive defenses against even highly sophisticated quantum attacks." Apple believes the PQ3 protocol's protections "surpass those in all other widely deployed messaging apps," according to its blog post:Today we are announcing...
Next Generation CarPlay Porsche 1

Apple Launching Next-Generation CarPlay This Year With These New Features

Wednesday February 21, 2024 2:03 pm PST by
Apple recently updated its website to confirm that the first vehicle models with next-generation CarPlay support will debut "in 2024." This wording is shown on Apple's regional websites for the U.S., Canada, Australia, New Zealand, and many other countries. The iOS 17.4 beta includes code-level references to eight new CarPlay apps:Auto Settings: This app will let you manage paired iPhones...
cracked glass vision pro

Handful of Apple Vision Pro Units Develop Identical Crack in Cover Glass

Friday February 23, 2024 4:46 am PST by
A small number of Apple Vision Pro owners have claimed that their headsets developed a hairline crack down the middle of the front cover glass, despite having never been dropped or mishandled. Photo of hairline crack in Vision Pro front glass (credit: Reddit user Inphenite) The first report was posted in the subreddit /r/VisionPro about 18 days ago, and several more have appeared in the last...
General Apps Messages

iOS 17.4 to Add This 'Groundbreaking' New Messaging Feature

Friday February 23, 2024 5:05 am PST by
With iOS 17.4, set to arrive in March 2024, Apple is bringing a new cryptographic security feature to iMessage called PQ3. This "groundbreaking" and "state-of-the-art" protocol provides "extensive defenses against even highly sophisticated quantum attacks," according to Apple. Let's break down what that means. Apple's iMessage service already supports end-to-end encryption, but security...
iOS 17

iOS 17.4 Will Add These New Features to Your iPhone

Monday February 19, 2024 6:52 am PST by
Apple last month confirmed that iOS 17.4 will be released in March, and the update includes several new features and changes for the iPhone. Key new features in iOS 17.4 include major App Store changes in the EU and Apple Podcasts transcripts. The update also adds new emoji and includes preparations for the launch of next-generation CarPlay later this year. More details about the new...
New Macs iPads iOS 17 4

What to Expect at Potential Apple Event in March: iPads, Macs, and More

Friday February 23, 2024 8:35 am PST by
Apple often holds its first media event of the year in March, so the company could be just weeks away from announcing new products. Below, we have outlined what to expect from a potential Apple Event this March. Past Apple Events in March Apple has held five events in March since 2015:Monday, March 9, 2015 Monday, March 21, 2016 Tuesday, March 27, 2018 Monday, March 25, 2019 Tuesday,...