“I really need to get these uploaded because I’m leaving tomorrow for a conference in Toronto,” she tells Brewster, a skinny 26-year-old from Atlanta who put his graphic-design education on hold after getting his first Genius Bar gig in 2011.
#APPLE STORE SAN FRANCISCO GENIUS PRO#
Her pickle? The card-reader in her MacBook Pro is not reading the photos she took of archival documents over at Stanford University, where she’s a visiting lecturer.
A long way from her South African home, a visibly nervous history researcher named Kate Law sits down with Genius Daniel Brewster. And when they come in for help, all that stuff becomes just as important to us as it is to them.”Ī bundle of anxiety, in fact, just walked in.
“People today have so much of their personal stories as well as business tools they use for their livelihood all there inside these products. (Steve Jobs lived nearby and used to frequent the store down the street, which this one replaced in 2012.) “Sometimes,” says Gallion, “it’s a simple misunderstanding, so I’m there to help the customer and their product have the best relationship they possibly can.” “I wanted to become a Genius because I love the idea of really helping people get their relationship with their machine back on track,” says Matt Gallion, the soft-spoken 28-year-old Lead Genius at what many consider Apple’s flagship store. And joining in the dance are the Geniuses who, usually for free, almost always make everything OK. And in the 13 years since Apple launched its first tech-support station at its first store in Virginia, these digital doyens have helped make the planet’s 424 Apple Stores the revenue-churning envy of the retail world.ĭay after day, this and every other Apple Store from Berkeley to San Francisco and beyond become stages for that tortured tango between man and machine. These blue-shirted, mostly young men and women hovering at the trademark Genius Bar are what some customers call the heart and soul of Apple Stores. On this recent day, during a visit by this newspaper arranged by the company’s famously protective PR machine, we watch as the Geniuses are put to the test - the customers with the MacBook Pro that won’t start, the unsendable text message, the iPhone with the mischievous disposition. You can see it from across the room: the way they stand there so sure of themselves, the way they move in Zen-like slo-mo, the way they seem to care so deeply about those poor souls coming through the door with their Apple dreams and their iOS demons. at the Apple Store in downtown Palo Alto and the Geniuses are hard at work being, well, geniuses.
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