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.

Related Roundup: Apple Stores

Top Rated Comments

BruceEBonus Avatar
61 months ago
George Orwell would be proud...
Score: 69 Votes (Like | Disagree)
iamnotme Avatar
61 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
61 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
61 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
61 months ago
In other words, the 1984 big brother ad was aimed at 2016 Apple and not IBM
Score: 42 Votes (Like | Disagree)
Relentless Power Avatar
61 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)

Top Stories

Top Stories 57 Feature

Top Stories: Apple Event Next Tuesday, Mini-LED iPad Pro, iPhone Rumors

Saturday April 17, 2021 6:00 am PDT by
It feels like we've been waiting forever for new Apple products, but the wait is almost over as Apple has announced a media event for next Tuesday, so make sure to tune into MacRumors for full coverage of everything Apple announces. While that was the big news this week, we also got some new details on Apple's iPhone plans for 2022 and 2023 courtesy of analyst Ming-Chi Kuo, and we also saw...
flat imac 3d 3 teal

Reliable Leaker Hints Redesigned Colorful iMac to Debut at 'Spring Loaded' Event

Saturday April 17, 2021 4:43 am PDT by
Reliable leaker known as l0vetodream has hinted that Apple may debut its rumored redesigned and colorful iMac at its "Spring Loaded" event on Tuesday, April 20. In a tweet, the leaker posted an image of Apple's logo used for marketing the upcoming event and an image of the retro rainbow Apple logo alongside the colorful lineup of G3 iMacs. Apple leaker Jon Prosser previously reported that...
duan rui iphone 12 13 notch

New Images Show Smaller iPhone 13 Notch Compared to iPhone 12

Saturday April 17, 2021 11:38 pm PDT by
Leaker known as "DuanRui" has shared more images that could give us our best look yet at Apple's redesigned notch for the iPhone 13. The new pictures follow similar images shared by the leaker last week, but the latest shots include a comparison with the existing iPhone 12 notch. DuanRui posted three images on Twitter that apparently originate from Weibo, although source details remain...
iPad Pro Feature Orange

Wedbush Analysts Say 'Spring Loaded' Event Will Debut New iPads With 'Modest Price Increase,' Along With 'a Few Surprises'

Monday April 19, 2021 6:37 am PDT by
Apple is planning to launch a new entry-level iPad, iPad mini, and iPad Pro at its "Spring Loaded" event tomorrow, along with "a few surprises," according to Wedbush analysts. In a new note to investors, seen by MacRumors, Wedbush analysts Daniel Ives and Strecker Backe explained that the iPad will be the main focus of Apple's "Spring Loaded" event, with new entry-level iPad, iPad mini, and ...
important battery message iphone 11

Some iPhone 11 Users Seeing Increased Battery Health Percentages After iOS 14.5 Recalibration Process

Friday April 16, 2021 6:32 am PDT by
In the sixth beta of iOS 14.5, Apple introduced a recalibration process for the battery health reporting system on the iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max to address inaccurate battery health estimates for some users. Apple said this process might take a few weeks to be completed, and now that two weeks have passed since the sixth beta of iOS 14.5 was released, some users are...
third gen Apple pencil leaked video

Video of Alleged Third-Generation Apple Pencil Leaks Ahead of Apple Event

Friday April 16, 2021 6:13 am PDT by
A video purporting to be of the third-generation Apple Pencil has today been shared online, showing a glossy finish that mirrors previous leaks. New ✏️ ready to 🚢 #AppleEvent @TommyBo50387266 pic.twitter.com/s4RCDwDi5M— 漢尼斯·拉斯納 🇨🇳 (@ileakeer) April 16, 2021 The brief video from Twitter account @ileakeer, spotted by 9to5Mac, shows an Apple Pencil with a glossy finish much like the...
iPad Pro

New 12.9-Inch iPad Pro Will Be 0.5mm Thicker to Accommodate Mini-LED Display

Monday April 19, 2021 11:30 am PDT by
The upcoming 12.9-inch iPad Pro will be thicker than the previous-generation version, likely due to the inclusion of the mini-LED display. We've heard several rumors about the change in thickness, and now leaked design images have confirmed it. A source that designs accessories for Apple devices sent MacRumors a series of photos that feature exact dimensions for the new iPad Pro models, and...
parler app

Apple Approves Parler to Return to App Store

Monday April 19, 2021 7:51 am PDT by
Following the removal of the app in January, Apple will now allow the social media app Parler to return to the App Store following changes to how the social media network moderates content, CNN reports. On April 14, in a letter to Sen. Mike Lee and Rep. Ken Buck obtained by CNN, Apple said that the app has improved the way it moderates content, and says those changes are "sufficient" for it...
iphone 12 120hz thumbnail feature

LTPO Displays Supporting 120Hz Refresh Rates Again Rumored for iPhone 13 Pro Models

Friday April 16, 2021 10:01 am PDT by
The two higher-end "iPhone 13 Pro" models that are coming in 2021 are expected to use LTPO display technology to enable 120Hz refresh rates, according to display analyst Ross Young. Young reaffirmed the detail in a tweet that said he'd heard rumors about only one model featuring LTPO, which he says is inaccurate. Heard some rumors in the industry and media that there would only be one ...
maxresdefault

Hands-On With Anker's MagSafe-Compatible Battery Pack

Thursday April 15, 2021 9:39 am PDT by
Anker, a company known for its range of accessories designed for Apple products, recently came out with one of the first MagSafe-compatible battery packs, so we thought we'd check it out to see how it compares to a standard battery pack. Subscribe to the MacRumors YouTube channel for more videos. Design wise, Anker's power bank looks like a typical battery pack, but it has magnets built in...