What's so special about the Apple stores?

Have you even been in an Apple store?  The Wall Street Journal reports this week on what make Apple stores so successful. 

As it turns out, they don’t pay all that well. Employees earn $9-$15/hour and those at the “Genius Bar” make $30/hour. But employees are carefully trained to interact with customers in the Apple way.  For example, they are not supposed to use the word “unfortunately.” Instead they should say “as it turns out.”

Instead of “unfortunately, I can’t give you a refund,” it's “as it turns out, I can’t give you a refund."

So this morning I practiced with “as it turns out, I forgot to call you,” and “as it turns out, I’m busy that night.”

As it turns out, sometimes four words are better than one.