Apple Store employees prepare to push the watch

The international army of Apple Store employees, one of the most elite corps in the retail world, is preparing like mad for a new test: selling the Apple Watch.

As much a fashion  accessory as a piece of high-speed hardware, the Apple Watch will stretch Apple Store employees who are experts at moving iPhones and iMacs (heck, even the branding is different). It’s also Apple’s first truly new product in five years, meaning Apple employees haven’t had to get acquainted with a fresh gadget in a while. And the clock is ticking: The watch arrives in stores on April 10 and will go up for sale on April  24.

Recognizing these challenges, Apple is running an ambitious training program over the next two weeks, as detailed by 9to5Mac. The series tries to impart somewhat intangible skills to Apple Store workers, such as building trust with customers.

Workers are being quizzed about hypothetical customers who stroll into the store with the watch on the brain — meet “Susana,” as a young woman who hasn’t worn a watch in years but is willing to splurge, and “Lee,” a young waiter who takes pride in his trendy wardrobe. The $349 question: Which watch would you recommend for each? In the real world, the choices will extend far beyond A, B and C — the Apple Watch comes in two sizes and three collections, with a vast array of interchangeable bands. Luxury models will set you back as much as $17,000.

We’re left wondering whether Apple Store employees are receiving specific training on how to sell the watch to women, a focus of Apple’s early marketing for the gadget.

Taking a page from traditional luxury watch makers, Apple is urging its employees to become valued fashion advisers. But in a move that is uniquely Apple, they will also be charged with wielding the watch to push new iPhones — employees will be able to see on the spot whether customers are due for an upgrade from their carriers.  The Apple Watch requires an iPhone 5 or later, as well as iOS 8.2.

Above: Apple is busy training its employees to sell the Apple Watch (Getty Images).


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  • WAM

    It is so apparent that Apple is extremely weak – it cannot sustain a 5 cent gain and is being ambushed by the DOW – The poor investors post split were bamboozled

    • jdg2000

      Apple stock is up more than 30% since the split in June of last year. Sure it’s had some dips and sideways moves but what stock hasn’t? The stock has very recently been drifting lower between significant events…a great time to buy a stock at a sale price if you believe in it’s future. So far those that have bet against Apple’s future have been WRONG.

      • WAM

        I am a big Apple investor, a bit disgruntled at their hoarding cash and not using it to help shareholders, I mean heck – Buy TSLA SPACE X – You can’t take it with you for Pete’s sake –

        • jdg2000

          I hear you but for me the dividends and the buybacks are a big step in the right direction. We should see another dividend hike soon. Even Carl Icahn is largely placated. For big acquisitions I want them to be very synergistic and not distractions (often harder than it looks).

        • sociopathic


          Stocks are what, all-time-highs and you’re suggesting they buy stock?

          What ever happened to “buy low and sell high?” Buying stock now almost assumes that you will “buy high and sell low!”

  • WAM

    Given its balance sheet it is extremely cowardly and risk averse – so says this shareholder

  • sociopathic


    The international army of Apple Store employees, one of the most elite corps in the retail world…

    And paid $15/hour.

    A couple bucks more than the starting folks at SBUX or In-and-Out.