On April 1, 2004 Apple rolled out a system to allow retail store visitors to make reservations for a Mac Genius at the Genius Bar.

The system consists of a Web page for each retail store that allows a person to enter their name and to reserve a future time slot for consultation with a Mac Genius. Each Genius Bar also has a link to the reservation system to allow walk-ins to put their name on a list for a future appointment (take-a-number, in effect). Lastly, the large NEC LCD-type displays Apple recently installed on the wall behind the Genius Bars now have a rotating display of information that includes the reservation system information. The screens display the following information in rotation:

• Quotes from the notable persons mentioned in Apple's original "Think Different" marketing campaign, including Einstein, Edison, King, Fuller, Henson, Picasso and Gandhi.

• Quick Tips on using your Macintosh products (keyboard shortcuts, application tips, etc.)

• The number of people in queue for the next Mac Genius, the waiting time, and a list of the next five persons to be served (first name and first letter of the last name).

Here's a photo of the reservation system display:

At the San Francisco retail store, the waiting time varied only between two values-- 15 minutes and 30 minutes. I couldn't determine how the system was calculating the waiting time--five minutes per person, or does it take into account the type of service the person is requesting? I've talked to persons who have seen zero persons waiting, but the waiting time was still displayed as "15 minutes."

By the way, you can display the current waiting time for the Genius Bar using this link, with the store ID indicated by "xxx" in the link below:

https://genius.apple.com/kiosk?store=Rxxx

Note that this is a "secure" link, and you need the "s" at the end of "http." This link will display a drop-down menu. Select what assistance you need, and the browser will then display the current waiting time for the store, along with buttons to allow you to make an appointment today (anyone) or a future appointment (ProCare members only).