Certain words are banned in the Apple Store

Employees in the Apple Store are given conversational guidelines for contact with customers. In conversation, you should not use certain words.

“People go to an Apple Store for the experience, and they’re willing to pay a premium for it,” Ron Johnson, who developed the concept behind Apple Stores, told Harvard Business Review. Apple’s store was created more as a brand ambassador than as a source of technology. Accordingly, store employees are also Apple ambassadors. It’s no wonder, then, that the company provides them with rigorous training and strict instructions.

But then a statement from the corporation with the apple seems a bit like a conspiracy theory. In the business of Apple, there are namely some terms that are not allowed to be used by the employees, as “The Guardian” reports. The British newspaper refers to the instructions that the company gives to its employees.

Training manual for employees

At the Apple Store, customers expect employees, known as “geniuses,” to be Apple full professionals with technical savvy. But their real function is to use a kind of emotional guide to sell products in the store. The training book for the technical support staff contains the instructions for them. This teaches them how to use empathetic communication to control the customer’s buying decision and reduce tension in this way. The goal here, he says, is to both make customers happy and increase their willingness to spend money.

As an example of this guide line, “The Guardian” cites the following:

Customer: “This Mac is just too expensive.”

Genius: “I can understand why you feel that way. I felt the price was a little high, but it’s a good price because of the built-in software and performance.”

This strategy is designed to prevent customers from feeling bad. It also allows employees to show empathy. A kind of problem-free brand philosophy, you could say.

Also interesting: The 7 biggest Apple fails

Taboo words in the Apple Store

In this context, some words are on a taboo list. “Crash, hang, error or problem” are not allowed to be mentioned by employees to customers in the Apple Store. As a substitute, employees are supposed to use neutral words, such as a device is no longer responding, or words like situation or condition. By the way, some employees would complain about this whitewashing rule. Absurd conversations would occur as a result. Accordingly, it would be better to call a spade a spade.

Likewise, by the way, the code of conduct for Apple Store employees states that they should try to bring extra services to customers.


  • Harvard Business Review
  • TheGuardian.com