The Apple Stores

March 20, 2013 - Mike Dilke

I have just read the biography of Steve Jobs by Walter Isaacson and got a lot out of it.

I love the chapter that talks about the Apple Stores and how Jobs agonised over every detail of them to make them perfect. One of the team recalled 'Steve made us spend half an hour deciding what hue of grey the restroom signs should be.'

Yesterday I went to the Apple Store at Oxford Circus (which is fantastic) and was surprised at how uncomfortable the stools were and how ordinary they looked. It didn't seem to be in line with the customer experience that Jobs wanted. Maybe I should suggest the Back App to them. Does anybody know who I should talk to?