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The Apple Experience: Secrets to Building Insanely Great Customer Loyalty by Carmine Gallo

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INTRODUCTION

Enriching Lives

We are at our best when we deliver enriching experiences.

—Apple credo

Gary Allen traveled 3,200 miles, crossed ten states, and used 100 gallons of gas to celebrate the tenth anniversary of the Apple Store in May 2011. Why would he do such a thing?

When the iPad was introduced, thousands of people camped out overnight at Apple Stores around the world to be among the first customers to buy it. Even Apple cofounder Steve Wozniak stood in line at a store in San Jose, California, more than twelve hours before the device went on sale! Couldn’t he have simply called his boyhood pal, Steve Jobs, and ask for an iPad to be delivered to his home?

Comedian Mark Malkoff brought a goat into an Apple Store—yes, a real goat—posted ...

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