[Kraetos]

Originally Posted by Brave Ulysses I think they were how you describe and just plain simply bad. Dumbing down the brand.

Right. There was nothing redeeming about them. They flew in the face of Apple Retail, and for what? To send the message "Macs: they're great for morons!"

[Brave Ulysses]

Which you know.... is reason for concern. Apple leadership is hands on with everything, ESPECIALLY marketing and brand image. They have been incredibly savvy and incredibly reserved with their marketing. They are very careful about how they portray themselves. And this debuted at the Olympic Opening Ceremonies.... about as big viewership as you get (minus Superbowl).

I really have to wonder how this passed a viewing review by the executive team. How they could be sitting at their weekly meeting and watch these ads and say, "Yes, this is the best we can do, this is how we want to be portrayed, and this is what we want our latest ad campaign during the olympics to build on."

Some of you may think it is silly to worry over stupid ads, but it really makes me question their judgement and level of excellence expected.

[splacid]

Originally Posted by Xaqtly The Siri ads are still good, it's just a little disheartening that those genius ads were approved by the people who allegedly knew Steve the best and have sworn that they're going to run Apple the way he did. You know?

I believe Tim Cook recounted an anecdote at this year's D: All Things Digital conference about how Steve talked to him in his last days regarding leadership and becoming CEO of Apple permanently. Apparently Steve was disturbed by what happened at the Walt Disney Company after Disney died. Steve wanted Cook not to think about what he would do, but rather what's right for Apple.

They may not necessarily run Apple the way Steve did, but it's mildly disconcerting any of them would think the Genius ads are what's right for Apple.

[Kraetos]

Originally Posted by Brave Ulysses Some of you may think it is silly to worry over stupid ads, but it really makes me question their judgement and level of excellence expected.

Well, taste is subjective, and my Dad found the plane ad quite amusing. For someone who is just fed up with their Windows PC, I can see the appeal.

But what isn't subjective is how Apple Retail is run. Not in a million years would Ron Johnson have approved these ads, because they do not accurately portray Apple Retail. Apparently "set the right expectation" is news to John Browett, which is a problem, because the first thing you do as a new Apple Retail employee is have that mantra drilled into your skull for five days straight.

They could have toned down the idiot angle and made this a team of fictional Apple employees: a Creative, an Expert, and a Genius. And they could of had one ad for each. But they didn't. They lopped it all on "Genius," which exacerbates a pair of misconceptions that Apple Retail is constantly fighting: that all employees are certified Geniuses, and that Geniuses are there to help you with anything.

[pscates2.0]

Exactly. I was going to write about that, but you covered it. The ads, with a few tonal and wording tweaks, probably would've been taken a lot better.

But if they're truly creating confusion and frustration in the stores (people just walking in and expecting instant, on-the-spot iMovie and GarageBand tutoring from the first blue shirt they see), then that could be a problem and it's worth pulling them for that. We all know how some people tend to get in public, especially if they've spent a little money and feel automatically entitled to everything and anything (and are already accustomed to the world bending over and servicing them 24/7). Some people just wake up belligerent, argumentative and overbearing...and can't wait to display those traits in a public setting (I would imagine well-heeled, Apple-buying customers of a certain lifestyle/background/income bracket would have to be well represented in that group). I've worked retail and food/beverage...I've seen it all, plenty.

So, yeah. You want to head that sort of stuff off at the pass if possible. If these ads were causing arguments with employees/management, or customers to storm out in a huff (and telling all their friends how "Apple tried to screw me over this afternoon, and they lie in their commercials"), then yeah...that's plenty reason to yank them.

I don't know how that wasn't caught in the review/sign-off phase (or, hell...in the writing portion, before the first actor was cast).



But, yeah...they could've, for the same amount of money/output, put out three ads that accurately depicted each type of employee a customer might want to seek out, based on what they were needing. That would've been a better use of time and money, IMO. One for Genius, Expert and Creative. It would've done two things:

1) Would've accurately conveyed who to go to for what type of service, so "regular people" are aware of what's available to them and there's no in-store frustration or people getting all pissy when they realize a Genius isn't the sole, one-stop source for any and all assistance.

2) It makes the stores look very capable and well-rounded, and, besides simply providing a sales staff like any other stores, you've actually got some really helpful, unique positions there that could come in handy for a customer, post-purchase.

Granted, all this info is readily available on their site. But who reads anymore?

[Kraetos]

Right. The fact that Apple apparently couldn't even be bothered to get the logistical details of their own retail stores right is downright appalling. It amazes me that these ads got out of the script phase without someone noticing that. Or worse, that someone did notice, and someone higher up overruled them. First ever ad campaign for the retail stores and not the products themselves, and they botch it in the worst possible way, by misrepresenting what a Genius actually does. "Labor Day" is irredeemable, but the plane and the "basically" one could have been very easily fixed if they had introduced the Apple employee as a Creative and an Expert, respectively.

I mean, think about it. If you go see a Genius and ask for the things the customers needed in the ads—help with iPhoto, help with iMovie, or purchasing advice—the Genius will turn you away, as they are trained to do.

[addabox]

Couple of things:

The ads were stupid, but I think it's a stretch to see them as a harbinger of The Era of Cook Mediocrity. And it's not like Apple didn't have a likely reason for going that way-- they're trying to sell to switchers. To Mac users, these things were truly cringe worthy, but if Apple wants to reassure PC users that there is hand holding available, and to do so in a semi-dorky way that suggests Apple isn't necessarily the off-putting Temple of Hipster Cool that you may have heard they were, I guess that's one way to do it. In fact, it's probably inevitable that any ad that Apple might do that explicitly wishes to sell to non-Mac users (and that's pretty much everyone) is going to grate for us few enthusiasts. Anyway, they thought better of it, most people never even saw them, they'll be completely forgotten soon enough and serve only as fodder for people like us, fretfully watching for any sign of decline.

It's also way too early to start detecting a lack of vigor on the innovation front. How long did we go after the introduction of the iMac and OS X with pretty much incremental upgrades? Are we going to start pretending that Steve utterly transformed the company every six months? And even if Cook is more cautious than Jobs, right now (and for years to come) he's almost certainly running off a script that got written well before Steve passed away. I mean, does anyone think that if Steve were still alive the retina iPad would have been crazier? That iCloud would have done something completely unexpected and blown everyone away? The fact is, Steve was the most methodical of innovators, patiently laying groundwork for each iteration of the next big thing. That's what Apple's doing now, and that's what they'll keep doing for years to come, no matter how big a drop-off from Jobs' relentlessness the current guys represent.

Finally, let's not forget the very interesting take Gruber put forth-- that Jobs' greatest achievement was Apple itself. That Apple, as an organization, had every bit of the care, attention to detail, relentless honing of process and abiding commitment to excellence as any of their products. If there aren't many companies that have successfully transitioned to new leadership following the loss of a charismatic founder, well, there aren't too many companies that have reinvented 4 major markets in the span of 25 years (3 of them in the last 10) and literally changed the world several times over, are there? I don't think we should expect Apple to abruptly start malfunctioning any more than we would expect post-Steve hardware to start having tons of problems. The processes are in place. The system has a proven track record.

[torifile]

Price matching Sprint. Good. This is a pragmatic move by Cook to keep inventory moving and is signaling Apple's becoming a normal company. Good in some ways, like this. Not good in others. I'm happy with Cook so far.

[nikstar101]

Hmmm, I am a little late joining this discussion but i thought i would add my 2 pence.

I guess i am a little worried without Steve at the helm, while I don't believe that Tim is going to nose dive the company there is a little nagging feeling that somehow Apple isn't as solid as it once was. I have full faith in Jonny Ive and Scott Forstall as they were Steve's picks and have followed Steve are a long time and i think understand that Apple honestly wasn't about making money but about making awesome products (and then making money).

My concern comes from the relatively stupid little mistakes that Apple has made recently. For example removing themselves form the EPEAT rates, this latest Retail staffing issue and the ads. They just seem really silly errors that should never have happened and Apple has had to apologise and take corrective action is all three counts. This is not something that is from the usual Apple. Even with the iPhone 4 antenna issue Steve didn't apologise he just said it how it is. Yes Apple has made mistakes before, I am not saying they were perfect, but they either said though this is how it is or waited it out before taking corrective action (waiting a couple of weeks). now it seems Apple is out changing its mind every couple of days over things.

My honest thought is that Tim should become more of a backseat man with Ive taking a greater lead in the companies future (on stage too). As he has the passion behind why designs work which will work with people onstage. Where Tim lacks that belief. Steve was great at taking a small design item and blowing peoples mind with it, so they got hugely excited too and i think Jonny could do that.

Anyway I think Apple will be around for while yet!!

[chucker]

I don't even.

New Apple Senior VP of Retail John Browett at his best, apparently.

I'm not that familiar with UK retail, but I firmly recall that a lot of people saw stuff like this coming when he was hired to replace Ron Johnson. Marco sums it up best:

Nobody has ever walked into an Apple store and said, “I wish this was more like other retail stores.”

Browett seems to operate on the idea of "good enough".

[pscates2.0]

I'm not hearing good things about this guy. A lot of UK-based Mac/Apple users hit the ceiling when it was announced he was taking over the retail operations. Being from the U.S., I don't know the first thing about Dixon's and the other places this guy has hand roles in. But from all I've read, they sound like British versions of CompUSA and Computer City.

That can't be good.

But I thought "hey, Apple knows what they're doing and they obviously do their research and due diligence on these types of major decisions and appointments. They're not going to hire just any wingnut, or an incompetent hammerhead who doesn't get it...".

I hope I haven't been proven wrong.

That Dalrymple piece above has one terrifying section that literally made me wince and grimace when I read it...

“Browett’s decision reportedly came despite strongly-worded advice from Retail segment veterans that reducing personnel ahead of the annual Back-to-School promotion and the September introduction of the iPhone 5 could create a customer service catastrophe,” reads the report. “Browett disagreed with his staff, and said the chain needs to learn to run ‘leaner’ in all areas, even if the customer experience is compromised.”

If Steve was around to hear that, he'd shit on a desk and punch whoever was standing closest to him! Talk about going against the one thing that sets them apart from all the rest...

Good grief. Every jackball retail store on the planet seems to operate under the "customer experience is compromised" approach. Apple is one of a handful (literally...it has to be fewer than five at this point) outfits who provide a halfway pleasant and helpful retail experience. I've never wanted to punch or choke anyone during, or following, an Apple Store visit or purchase. If that's not some sort of meaningful barometer, you tell me what is.

Jeez...and this guy's first order of business is to try and monkey that up?!

I'm not worried about Tim Cook because he's been around and infused with the Steve take on all this stuff. He has his detractors and doubters, but I have complete faith in Tim Cook. He's the guy that everyone agrees helped turn things around from the operation/supply side (as important as Steve's contributions on the vision/fire-lighting side). He's coming at it from a different place than Steve Jobs, but I think, in his heart and in his belly, he's an Apple guy...and "gets it", and sees the big picture in the way that Jobs wanted.

This John Browett guy, however...I bet you $5 he doesn't stay long. If here's still there by this time next year, I'm buying the house a round. He is an outsider, and not steeped in the culture and "the Apple way". So I bet, like a few others before him, he's not long for this gig...

Seems all the stuff I've read from UK-based users might not've been so far-fetched. If he's just some number/paper guy (slash and burn, move product at the expense of it actually meaning anything longterm, etc.) he won't last. The last thing Apple needs is to have their retail store reputation tarnished and loused up by stupid, by-the-book thinking and approaches. It's been smart, [i]not[/] by-the-book approaches and thinking that got them where they are. Trying to be "just like everyone else" - lean and thinly, stupidly staffed to the point of uselessness - is not going to fly. Not after 10 years of a way that works wonderfully.

The last thing anyone wants is to walk into an Apple Store and not be able to tell it apart from a Best Buy or Staples...



I think the biggest mistake Apple could make would be filling these high-profile, key positions from people outside that culture. Everyone has to come from somewhere, I realize that. And not everyone is going to be promoted or drawn from within. But I do think it has to be someone who, before anything else, is a dyed-in-the-wool True Believer. The credentials, degrees and resumé follows that...otherwise, well you know what happens. You get a situation like some other companies out there, where you have a ton of educated, highly-degreed and book-smart "leadership"...but who couldn't find their own butt with two hands and a flashlight, and couldn't make a right, sensible decision if you put a gun in their mouth and dared them. And who don't really give a rip about the company because all this stuff is just resumé-building/experience-gathering anyway. And, chances are they're off to another gig in 3-6 years to go and louse up another company with tired, outmoded "stuff I learned in business school 17 years ago" thinking.

[zippy]

As a vote of confidence for Tim Cook, though, I really believe that much of their financial prowess is directly because of him. I think Steve was the most important person as far as keeping Apple 'on vision' by virtue of demanding much and not being afraid to say no. However, I think it is mostly Tim Cook that helped make that vision so efficient and profitable.

Let's not forget that mistakes were made when Steve was around too. No company or person is perfect.

[addabox]

Jesus, despite my relatively sunny take on things a few posts up, this Browett shit makes blood squirt out of my eyes. If what is being reported is even remotely true, they need to can his ass yesterday. Shoot him. Shoot him in the head and hang his body outside Infinite Loop as a warning to the others. I mean, the single most profitable business in the history of the universe, and he thinks they need to squeeze a few more bucks out of the operation?

Everybody has had experience with this kind of motherfucking asstard, that can't wait to fuck with the employees in the name of running "a lean operation." Like it's a badge of honor if you can make the lives of your workers a little harder, a little less rewarding. If they're smiling you must be doing something wrong, and, hey, if you don't like it you know where the door is.

Really, hiring this sack of shit is the single worst sign of post Jobs Apple you can point to. What the hell were they thinking?

[pscates2.0]

Those of you having freak-outs and doubts about Tim Cook's Apple and its competence/sanity/coolness as it related to those three recent Genius ads can rest easy.

Apple has removed all trace of them from their site and YouTube account.

The people have spoken. Apple has responded. So let it be written, so let it be done.

Poor guy. I'm sure, when he was hired to be the "new face of Apple", he was thrilled at the opportunity and was imagining John Hodgeman/Justin Long-level (or, hell...even Jeff Goldblum!) fame and recognition for himself. Instead, he was more like the iBook's "middle seat" asshat...one and done (or three and done, as the case may be).

Yikes.

[Kraetos]

The ads were bad, but Browett's memo is inexcusable. I'm far more interested in how that situation develops, and I think that a new VP hire is a much more significant indicator of Cook's leadership abilities than a few botched ads.

[pscates2.0]

Well, his butt is probably on its way out soon enough.

[Kraetos]

I certainly hope so, but the right time to fire him was when the memo leaked. There's no coming back from that; the rank and file at Apple Retail will never trust him after this.

[chucker]

Originally Posted by pscates2.0 Those of you having freak-outs and doubts about Tim Cook's Apple and its competence/sanity/coolness as it related to those three recent Genius ads can rest easy. Apple has removed all trace of them from their site and YouTube account. The people have spoken. Apple has responded. So let it be written, so let it be done.

Honestly, I wish Cook-era Apple were less responsive. What he wants to say: "I love your feedback." How it comes across: "I don't have as much of an idea what I'm doing as Steve did." I'd like a bit more arrogance (helps being correct, of course ).

Originally Posted by pscates2.0 Poor guy. I'm sure, when he was hired to be the "new face of Apple", he was thrilled at the opportunity and was imagining John Hodgeman/Justin Long-level (or, hell...even Jeff Goldblum!) fame and recognition for himself. Instead, he was more like the iBook's "middle seat" asshat...one and done (or three and done, as the case may be). Yikes.

I liked middle seat. Obviously, it was terribly cheesy. But I liked it.

[torifile]

Originally Posted by Kraetos I certainly hope so, but the right time to fire him was when the memo leaked. There's no coming back from that; the rank and file at Apple Retail will never trust him after this.

I disagree. It's never a good move to respond to things in that manner. This hubbub needs to die down and then Browett needs to be shown the door. It's important that the company not be seen as reactive.

[Kraetos]

Originally Posted by torifile I disagree. It's never a good move to respond to things in that manner. This hubbub needs to die down and then Browett needs to be shown the door. It's important that the company not be seen as reactive.

That makes sense, but it's not like there's two sides of an argument to weigh here. Browett was wrong, there was nothing redeemable about what he said. An Apple VP saying "we are going to willingly compromise customer service?" He should have been fired on the spot.

Still, you're probably right. There's nothing wrong with sitting on a decision for a few days or even weeks, even if the decision is obvious.

[addison]

Well if he is even partly responsible for those rather generous raises retail got a few months ago then he's not all bad. Some got almost 20% increases. That sure as shit never would've happened if Jobs was around.

[pscates2.0]

How much do retail workers typically make in this sort of field? I know there are different levels of positions/salaries in these stores, but a straight retail job in a mall store - particularly at an entry-level or lower-skilled position - isn't something most people would hang their hat on long-term as their sole, permanent gig.

The raise was generous, no doubt. But it wasn't expected/promised, and nobody took these jobs counting on that. They know, going in, what the deal is. And if they're okay with that, that's great. Anything beyond that is a welcome treat/surprise.

Does Apple get viewed, right or wrong, through a different prism (and set of standards) because of their earnings and status? I assume they do, in some quarters. I'm not sure how I feel about that. They're not a charity or non-profit, and they certainly didn't get where they are by operating like one. So I'm kinda unsure on some things.

Do Apple employees typically earn more than other mall retail joints, "just because"? Or is an on-floor Apple Store employee getting what he/she would make at The Gap, Bath & Body Works or Sam Goody?

I don't know, I'm asking.

They've built their reputation by having helpful, truly knowledgeable staff (I've never encountered a dumb-ass working at an Apple Store, but I've not been to one, not counting Portland last month, in over two years). And in Portland, I just made a lap around the place and wasn't even there five minutes and didn't have any interactions with employees other than "I'm just browsing...thanks".

Are they still able to pull from "the best", or are/will they like everyone else and "take whoever we can get, as long as their rap sheet isn't too long".

[Ryan]

According to Glassdoor, Apple Store "Mac Specialists," which I'm assuming is the most common position, make $8-18 in the US with an average around $14ish. Geniuses make $13-26.

Glassdoor puts Gap employees at $7-14 so I guess Apple is a *little* higher but not much.

That being said, Glassdoor isn't always reliable so who knows.

[Kraetos]

Originally Posted by addison Well if he is even partly responsible for those rather generous raises retail got a few months ago then he's not all bad. Some got almost 20% increases. That sure as shit never would've happened if Jobs was around.

Those raises happened before Browett even knew where the bathroom was at Apple HQ. They were announced very shortly after he took the helm. Maybe they were his first order of business, but I highly doubt the same person would spearhead 20% raises and then proceed to try to fire employees and cut hours only 3 months later.

Originally Posted by pscates2.0 How much do retail workers typically make in this sort of field? I know there are different levels of positions/salaries in these stores, but a straight retail job in a mall store - particularly at an entry-level or lower-skilled position - isn't something most people would hang their hat on long-term as their sole, permanent gig.)

A part time specialist makes $9-$10 an hour in a coastal city. This is the lowest position in the store, and constitute the majority of blue shirts in any given store. Sometimes there will be part time Family Room Specialists, or Back of House Specialists, but they are rare. (Apple *loves* the word "specialist.")

A BOH, full time specialist, or FRS are the next up the ladder and they make between $11-$15 an hour. They're all the same pay grade, it's just a question of where in the store they are: BOHs are obviously in Back of House, FT specialists are red zone, and FRSs are the grunts of the family room.

(Tangent: it is utter bullshit that FRSs are on the same "pay grade" as a specialist, as they get more training, more access to Apple's internal systems, work more hours and shoulder more responsibility. FRS is by far the worst position in the entire store from a pay/stress ratio perspective, and FRSs are often the most disgruntled employees in any Apple Store, especially the ones who get stuck there because they don't have the chops to be a Genius. But they have to lie down and take it, because it's the path to becoming a Creative or a Genius. That said, most FRSs got the 20% raise on the last round, probably because Apple realized how under-appreciated they are.)

Somewhere around here you have the Genius Admin. This person manages parts and inventory for the Geniuses, among other odds and ends. They make between $14-$20 an hour. They have some Genius training but for the most part their skills are administrative.

Next up the ladder is Expert, Genius, and Creative. They are the "senior" positions in their respective zones and they make between $15-$25 an hour, with Experts near the bottom of that range, Creatives in the middle, and Geniuses at the top. Some of the most senior geniuses who have been with the store for several years might make $30+/hour, but that's rare.

Then you have Inventory Control Specialists, assistant managers, and leads. They are the lowest rungs on the management ladder. ICSs manage Back of House, Assist. Managers work the Red Zone, and the two leads (Lead Genius and Lead Creative) manage the Genius and Creative teams. They make between $20 and $30 an hour, with ICSs and Leads at the low end of that range, and Assist. Managers near the high end.

Then there is a normal manager. They make between $25-$35 an hour. Then, finally, you have the Store Lead, the only salaried position in the store. Their salaries start at just shy of six figures.

The raises didn't do much to change these ranges, they just moved the people who have been there for a year or so from the top or middle of their range to the middle or the top of their range. If they had just received a promotion, or were already near the top of their range, they didn't get anywhere near the 20% that's being reported. As far as I can tell the 20% mostly went to people who were at the bottom of their range but shouldn't have been due to hardball pay negotiations by some managers. And it isn't doing much to keep Geniuses, many of whom have realized that in this technological climate where more and more companies are adopting Apple products, that their skills are worth $60k/year to the right company.

[addison]

Originally Posted by Kraetos Those raises happened before Browett even knew where the bathroom was at Apple HQ. They were announced very shortly after he took the helm. Maybe they were his first order of business, but I highly doubt the same person would spearhead 20% raises and then proceed to try to fire employees and cut hours only 3 months later.

I didn't realize how new he was. I thought he took over when Ron Johnson left. Regardless, I was glad to see the bigger raises going to the specialists towards the bottom. They do a lot of heavy lifting and put up with a lot of shit.

You forgot about the Business Specialists which is what my wife ended her time there as and there is also a brand new position of Preservation Specialist.

[Brave Ulysses]

promotions today....

but what's the deal with Bob Mansfield. Now there are two SVP of Hardware Engineering and now he has changed his mind and is staying.

Again... a very non-Apple public reversal. I can only think that Bob wanted to retire..... and Apple and Cook didn't want him to, or quickly realized it was not a good time.... but then why not figure that out months ago before making it public?

Weird stuff going on there.

[Kraetos]

Two SVPs of Hardware Engineering seems like a bad idea to me. Obviously Mansfield is going to have more authority when/if they bump heads, so why not give Mansfield a title to match?

My guess is that he's just there for the transition, and 6 months from now he'll be out of the game again. But who knows.

[pscates2.0]

I'm glad Mansfield is staying. He's obviously had a hand in some of this recent stuff and he's always a good presence in those product videos. He looks like a bulldog who ate an onion, but he strikes me as someone who's got his crap together. You don't want to start saying goodbye to all these people who've played such a role these past several years.

The day I'll start worrying about "Tim Cook's Apple" are when all these guys - Mansfield, Ive, Forstall, Schiller, Cue, etc. - start leaving in large numbers, within months of one another. Because that would be a signal that maybe something isn't quite right inside Infinite Loop. Until then, I assume everything is cool.

Maybe Bob can hurry up with that iMac?

[Brave Ulysses]

I'm also a bit surprised that Katie Cotton hasn't been promoted to SVP from VP yet. It would be nice if Apple did so, so that they had a woman on this page.

http://www.apple.com/pr/bios/

[torifile]

I'm waiting to hear that Browett has left to spend more time wih his family.