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Can’t Resist Playing With Apple Store Devices? Here’s Why

by Adriana Lee | June 22, 2012June 22, 2012 12:00 pm PDT

Something strange seems to happen to visitors of Apple stores, no matter if they love or loathe the company. Some may grumble or complain about the products (even loudly), but most almost always lay hands on them.

Apparently Apple intentionally designs things to encourage hands-on time. Author Carmine Gallo wrote a book about it, which is basically an insider’s view of these retail locations. Gallo notes that the company is dedicated to building brand loyalty and, it believes, that begins when people get direct, physical playtime with the devices. And so it has designed the store experience, down to even the smallest details, to encourage this behavior.

There are rules governing everything, and it’s all meticulously measured. Computers are spaced at specific intervals, and MacBook screens must be at a 70 percent angle from the keyboard (as calibrated by an iPhone app, of course). “The main reason notebook computers screens are slightly angled is to encourage customers to adjust the screen to their ideal viewing angle,” Gallo says, “in other words, to touch the computer.”

This painstaking attention to detail is infamously rampant within the organization — down to its staffers’ personal grooming habits: There’s even a company policy governing how long staffers can wear their beards. (Three inches.)

[via The Atlantic, Forbes]

Addition: The name of Carmine Gallo’s book is “The Apple Experience.” (Thanks, @Yamadog27!)

Adriana Lee

Adriana is the resident writer-slash-culture vulture who has written about everything from smartphones, tablets, apps, accessories, and small biz...