You’ve got to give credit to the Apple Store – they have some really smart ways of pleasing their cash-rich, time-poor clientele with ever more inventive ideas.
They made a good start with ‘personal training’ at their retail stores being taken advantage of by thousands of us who bought a gadget and realised we didn’t have time to read the manual and work out for ourselves how to use it. Now they introduce One to One, hands-on training of a more technical nature (for those of us who have mastered the iPod wheel and are moving on to better things not to have time to work out how to do). Sessions cover everything from digital photography, podcasting, and iTunes to movie and music making. A year’s membership will set you back £79.00, and for that you can book sessions and take advantage of the Open Project sessions, where a trainer will provide tips, tricks and creative advice.
At the same time, Apple Stores launch ProCare for business users, where they set you up with a Mac, teach you what to do with the monster, and come to the rescue if either of you break down. Last on the list is their online Personal Shopping service, where you can book an online chat with a Mac Specialist for expert help on the right product for your needs. These are all brilliant ways of getting people’s full attention (by making us pay or set time aside for talking to them) before proceeding to teach us exactly how marvellous and indispensable their iProducts are. Absolute genius.
Product Page £79 per year
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