Perhaps in concert with this week’s TV commercial campaign, the retail stores will debut a 12-page fold-out brochure that highlights the international reach of the stores, the helpful personnel, and the variety of creative applications that Apple offers. The brochure will be accompanied by new, dark-green employee T-shirts imprinted with a new set of slogans.
The cover of the brochure lists the types of capabilities that Mac software offers, including blog, compose, jam, share, photocast and “Switch.” The cover text also notes, “We can help you do it all.”
Inside, the brochure features photos of personnel from the San Francisco, Trafford Centre, Ginza, Third Street Promenade and Beverly Center stores. Each employee is wearing the new dark-green T-shirts with “help”-related slogans, including, “I can help you blog your life story” and “I can help you go from shutterbug to photocaster.” The accompanying text introduces the personnel as Creatives, Geniuses and Mac Specialists, and also notes the workshops, events and programs at the stores.
“The Apple Store is the best place to get a Mac or iPod,” one brochure panel reads, adding that the stores are also the place, “to get expert help from the people who know Apple better than anyone.” The brochure says the stores’ Creatives are “professional filmmakers, photographers, musicians, and designers.” It invites visitors to “Play a few notes of a tune, and they’ll help turn them into a song.”
The brochure calls the Geniuses, “the most knowledgeable Mac and iPod people in the world,” and explains how to make a Genius Bar reservation via the on-line Concierge system. The Mac Specialists are “experts on everything in the store,” and also can offer” face-to-face tips and advice.” The stores have “dozens of free workshops and events,” the brochure says, for beginners and pros.
Update: The Retail store Web page has been updated to depict the same people and slogans as the printed brochure.
