The Apple Experience: Secrets to Building Insanely Great Customer Loyalty

CHAPTER 16

Pay Attention to Design Details

For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.

—Steve Jobs

An American couple living in the Yunnan Province in China’s remote southwest corner walked into what they thought was an Apple Store. It had all the elements: Apple products, an interesting spiral staircase, an upstairs lounge, and staff in blue shirts with name tags. But the American woman noticed something strange about the staircase. It was poorly made, and it showed. The walls had not been painted properly, the staff’s name tags had no names, and Apple never writes “Apple Store” on the sign. It just puts up a glowing image of its iconic fruit logo. In the photographs the couple took and ...