Genius Bar


'Genius Bar' Articles

Steve Jobs Thought Genius Bar Was 'Idiotic' Idea at First, Said 'It'll Never Work'

While the Genius Bar is the focal point of the Apple Store, it turns out the idea was initially panned by late Apple co-founder Steve Jobs. On the Recode Decode podcast, Apple's former retail chief Ron Johnson recalled the day he told Jobs about the Genius Bar. Steve's initial reaction to the idea: "That's so idiotic! It'll never work!" Jobs went on to tell Johnson that the Genius Bar may in fact be the "right idea," but he was not convinced at the time that people who knew technology would be able to communicate effectively with customers.“I remember the day I came in and told Steve about the Genius Bar idea and he says, ‘That’s so idiotic! It’ll never work!’” Johnson said. “He said, ‘Ron, you might have the right idea, but here’s the big gap: I’ve never met someone who knows technology who knows how to connect with people. They’re all geeks! You can call it the Geek Bar.’” “And I said, ‘Steve, kids who are in their 20s today grew up in a very different world. They all know technology, and that’s who’s going to work in the store.’”The following day, Johnson said Jobs instructed Apple's top lawyer to file a trademark for "Genius Bar." In an earlier interview, Johnson said it took some time before the Genius Bar gained traction, but within three years Apple was forced to create a reservation system due to its popularity. Nearly sixteen years later, the Genius Bar and the newer, more open concept Genius Grove remain a mainstay at most Apple

Apple Continues to Provide Top-Rated Tech Support on Strength of Genius Bar

Apple had the highest overall customer satisfaction for tech support among more than 3,200 computer owners surveyed by Consumer Reports, unsurprising given the company has been top-rated for tech support since the not-for-profit organization first surveyed customers about the topic in 2007. Apple has also routinely topped multiple J.D. Power and Associates studies for customer satisfaction over the past decade. Apple earned high marks for the Genius Bar located at the back of most Apple retail stores, where customers can book an appointment to receive face-to-face technical support and troubleshooting for iPhone, iPad, Mac and several other Apple products and services. Consumer Reports praises the Genius Bar's free lifetime support as a differentiating factor over similar services, which generally require paying for help. Windows-based PC makers did not receive the same accolades for tech support among survey participants:"The help desks at Windows PC companies often didn’t live up to that name. For four of the six PC brands in the survey, tech support solved only half of the problems consumers brought to them. Even the best of them—Lenovo and Dell—came through just 61 percent of the time."Consumer Reports found that most Windows-based PC users were most satisfied by phoning tech support rather than seeking online help through web, chat or email support. Best Buy's Geek Squad and Staples' EasyTech services were found to be a step behind the Genius Bar, given that Apple serves as both the retailer and manufacturer and is subsequently more knowledgable about its own