CHAPTER 17

Design Multisensory Experiences

Our stores are designed to create owners of Apple products and build loyalty.

—Apple mantra

The screens on MacBook computers are set at ninety-degree angles in an Apple Store. The screen’s position forces you to touch the computer, moving the screen to your ideal viewing angle. In One to One workshops, Creatives don’t touch the computer without permission. Instead they guide customers to find the solutions themselves. Everything is connected in the Apple Store for the purpose of encouraging customers to touch, play, and interact with the devices. iPads are connected to the Internet. iMacs, iPod Touches, and MacBooks are as well. Although the products have changed since the first Apple Store opened, ...

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