Employee Clothing, Titles To Be Tweaked

April 27, 2008

Apple’s retail stores continue to tally big revenues and profits, and to draw an increasing number of new-to-Mac buyers from both the consumer and business sectors. So now it’s time for a change that reflects the new mix of visitors and buyers. Starting Monday, Apple will rename three job titles to provide more clarity and better reflect their broader range of duties: Mac Genius will become simply Genius, Mac Specialist will become Specialist, and Business Consultants will become Business Partners. Employee clothing will change to better distinguish their roles: behind-the-bar Genius and Creative employees will continue to wear dark blue, while Specialists will now wear light blue T-shirts–the same color now worn by Concierges, who will now wear bright orange T-shirts. Business Partners will take on a more professional appearance with dark blue, buttoned-down shirts (polo?) with “Business” embroidered on the sleeve next to the Apple logo. The back-of-house gang will wear the traditional black T-shirts. Lastly, store employees will receive new business cards that drop the blue Apple logo for a metallic, reflective finish.

The new shirts have different slogans for each shirt:

  • Specialist: “I can talk about this stuff for hours”
  • Concierge: “I know people”
  • Creative: “No pain, all gain”
  • Genius: “Not all heroes wear capes”
  • Manager: “My place. Your place”
  • Back-of-house: “Some artists use brushes. I prefer boxes”
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{ 27 comments… read them below or add one }

bartov April 28, 2008 at 0107

I got back from NY 2 weeks ago, and that new clothing was already ongoing in the 5th avenue apple store.


Mark Wilson April 28, 2008 at 0302

How would you like to wear orange all day long.
Corporate mentality.


Kat April 28, 2008 at 0440

Dude, I love your blog, but stop bolding random words. It’s distracting. [IFO — I did go a little overboard on bold, didn’t I? I’ve edited it a bit.]


AnonymousE April 28, 2008 at 0930

Only the Concierge shirts say “I know people.”

Specialist shirts say “I could talk about this stuff for hours.” (got mine last night). Genius shirts say “Not all superheroes wear capes.” Inventory control shirts are black, but I forget what they say. Creative shirts say “Some artists uses brushes, I prefer boxes.”

Also, all employees get new business cards with a silver foil Apple logo instead of the aqua-esque graphic on the old cards.


AnonymousE April 28, 2008 at 0931

Oh, and all the shirts feature the positions on the left sleeve now, just below the Apple logo.


Dan April 28, 2008 at 1056

Good move. This should help customers in the typically packed stores. As a former BP/BC, I can say the wardrobe upgrade is a definite smart move and will further help Apple’s presentation to the business community.


Orange Apple April 28, 2008 at 1452

Why oh why did they choose turquoise for the specialists? It feels so emasculating.


Unknown April 28, 2008 at 1804

Also, the Business Consultants are now called Business Partners and they now wear Apple issued navy blue polos. And at the meeting when they announced these changes, everybody came on stage to display the new shirts. The music playing when the “models” (they were ASMs’) came out was that fucking Rick Roll song. Apple Rick Roll’d its own employees!!!


Unknown April 28, 2008 at 1815

Actually, we got different music at our store. We had “Addicted to Love” going on with each leader from the team dressed up in the new shirts. Each person (whether male or female) had lipstick on and make-up. It was actually pretty funny!!

I was hoping we would get Rick Roll’d… LOL.


AnonymousE April 28, 2008 at 2007

The music at our store was “I’m too sexy.” I would have preferred either of the other songs mentioned over that song.


AnonY April 28, 2008 at 2024

Our store had “I’m too sexy playing” but Fifth Avenue had the new shirts weeks before us. and I would think the managers could’ve deserved a polo, too.


AnonAU April 28, 2008 at 2107

We got… Sexy Back … Yeah… [IFO — Apparently we all missed some interesting music!]


Robert April 29, 2008 at 0705

I noticed the Apple Store, Woodland in Grand Rapids was doing this months ago, at least back in february.


Anonymousketeer April 29, 2008 at 1137

Er… no. Woodland got the new shirts Sunday night just like (nearly) everybody else.

The collars on the Business Partner shirts are a good, overdue move… the rest of the wardrobe changes are a minor refinement that better delineates how “visible” the various positions are supposed to be.


EinseinOnTheBeach April 29, 2008 at 1211

Those are the worst t-shirt slogans they’ve ever had. Does someone at Apple actually get paid to think up this bullcrap?


Orange Apple April 29, 2008 at 2051

To those who are confused, thinking that they’ve seen these shirts for a while now, it’s because the concierge folks were previously wearing turquoise, the geniuses were wearing orange, and the specialists were wearing blue. Apple just swapped the colors around and made them “official.”


Safety Cone April 29, 2008 at 2142

God, it’s like everyone on Digg, Gizmodo and pretty much the REST of the web is suffering from stupid.

The Genii had DARK orange shirts which they only wear the days they are not to be disturbed.

The Rest of the store from Jan 1 until April 28 wore dark blue shirts that said nothing and only had the apple logo and position on the left arm. More to the point, only the Genius and Creatives had their title on the left arm.

The Concierges had to wear these blinding, ugly blue shirts with our cutesy “I’m here to Help” on the front and the 3 squares with the Genius, Personal Shop and Personal Training Logos on the back.

So no, the shirts WEREN’T the same colours. It seems like people are so hard core up for pissing on us they don’t actually pay attention to the people who are nice, the people who know what they are talking about, the people who will bend over backwards to help ypu do everything from buy a computer or reset your iPod.

So now are shirts are Concierge: Duck Hunting Orange, Specialist and Manager: Former disgusting Neon Blue, Creative, Genii and Business: Dark Blue, ICS: Black

And no, I am not thrilled to look like a God Damned safety cone.


rolledmyown April 30, 2008 at 1350

I built my own machines. Who’s l33t now, fanboys?

Apple: Scientology for people with a gadget fetish.


QueQueg May 6, 2008 at 1254

I make all my purchases online, because I can’t stand the idea of conversing with someone who’s title is “Genius.” Seriously, this the one thing that truly I hate about Apple.

Your Genii aren’t.

They’re kids too cool for geek-squad, but just as incompetent.


Orange Apple May 6, 2008 at 1459

Oooo, QueQueg, you’re just asking for trouble with silly generalizations like that!

And FYI, you don’t buy things from the Geniuses. The Specialists take care of sales; they are the ones who show a big range in technical competencies because they don’t go through the extensive training and certification that the Geniuses do.


Adrian May 15, 2008 at 1942

Can someone post a list of tracks that are in iTunes and the are played during the normal hour operations. Besides the ads tracks…



wittbelle June 2, 2008 at 2133

When are they going to switch to the shirt that says, “Not all douche bags are made of rubber”?


Anon December 3, 2008 at 1353

“Some artists use brushes. I prefer boxes”

I don’t get this one.


Tim December 3, 2008 at 1721

Anon: That’s for the back-of-house employees. Imagine what you might see in the stockroom of an Apple Store…


Jason March 6, 2010 at 0035

omg… Bestbuy has already “borrowed” the idea to have employees wear blue shits! Oh wait… nevermind ;)


Mark Johnson June 1, 2010 at 0536

And what do VIPS wear?

Shirts with ” i demand discount “


johnson April 17, 2011 at 0014

I’ve noticed that Apple has once again changed the staff uniform again, now everyone wears the dark blue shirts, no longer do they have orange or the aqua blue


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