The Apple Store’s 70 degree Retina MacBook Pro tilt

Ashleigh Allsopp
19 June, 2012
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Apple’s attention to detail is not only apparent in its devices, apps and operating systems, but also in the way it displays its products in the Apple Retail Stores. Forbes contributor Carmine Gallo reports that Apple tilts every model of its new MacBook Pro with Retina display at the exact same 70-degree angle in its Retail Stores in order to encourage visitors to interact with the laptops.

Gallo says that every morning, Apple Store employees use an iPhone app such as Simply Angle to tilt all of the Retina screens to the exact same angle. “The main reason notebook computer screens are slightly angles is to encourage customers to adjust the screen to their ideal viewing angle,” explains Gallo. “In other words, to touch the computer! It’s also why all computers and iPads in the Apple Store are loaded with apps and software and connected to the internet.”

Gallo points out that Staff at Apple Retail Stores will not pressure customers to leave, allowing all visitors to spend as long as they desire using the devices.

“Interactivity – what I call the ‘multisensory experience’ – is built in to every aspect of the Apple Store experience,” says Gallo, referring to the “One to One” workshops as an example, in which trainers that are teaching customers how to use Apple products do not touch the computer without permission. “Instead they guide customers to find the solutions themselves.”

Gallo explains that the Apple Store was always meant to create an “ownership experience” for customers, building brand loyalty. “The more you engage your customers’ sense, the more likely it is that they will engage with your product on an emotional level and reward you with their loyalty.”

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