“Apple Retail is the face of Apple,” Tim Cook reportedly said in a meeting

Jul 4, 2013 09:34 GMT  ·  By

The CEO of Apple Inc., Tim Cook, reportedly called its leadership staff at a secretive summit this week to give them new directives with a focus on making the Apple Retail Store experience even better for end customers.

At San Francisco’s Fort Mason for Apple Retail Store Leaders, Cook reportedly told managers that staffers need to work hard to sell more iPhones in-store.

According to statistics, some 80% of all iPhones sold globally are bought at stores other than Apple’s, such as wireless operators and resellers like Best Buy and Walmart.

Cook said Apple will instate a trade-in program allowing customers to upgrade to a new iPhone much cheaper, as well as to exchange a damaged iPhone for a new/refurbished one.

The Apple CEO encouraged staffers to promote iOS using the argument that Android offers a fragmented experience.

Cook suggested that the more iPhones are sold in its own retail stores, the more people will be exposed to iPads and Macs.

People familiar with the three-hour meeting say store leaders left feeling confident about Apple’s upcoming product line, with one source noting that fans should expect “an army of new products this fall.”

Cook stressed that “Apple Retail is the face of Apple,” and encouraged store leaders to push this sentiment onto floor staffers.

According to the information obtained by 9to5mac, “Apple Retail Management has been instructed to consistently note to employees why they are critical and appreciated.”

Apple executives Eddy Cue and Craig Federighi were also present at the meeting. They too spoke about Apple and the critical role of Apple Retail, while other executives answered questions from attendees.

The Cupertino giant is expected to unleash new versions of the iPhone this fall, alongside at least one new iPad model. iOS 7 will also be released then, along with OS X Mavericks, the latest version of Apple’s desktop operating system.