14 DAY TRIAL // Starting today, the Apple Retail Store staff is getting new uniforms, while three job titles have been renamed. The Mac Genius is "Genius", Mac Specialists are now simply called "Specialists", and Business Consultants are now dubbed "Business Partners," bearing a dark-blue shirt that says "Business" on it, "to provide more clarity and [to] better reflect their broader range of duties," ifoAppleStore is reporting. Geniuses and Creatives will wear dark blue, specialists will wear light blue, while the Concierge will wear orange, according to the same source.
"Apple's retail stores continue to tally big revenues and profits, and to draw an increasing number of new-to-Mac buyers from both the consumer and business sectors. So now it's time for a change that reflects the new mix of visitors and buyers. Starting Monday, Apple will rename three job titles to provide more clarity and better reflect their broader range of duties," says the website that handles news and information about Apple Inc.'s retail stores.
Apple's Retail Store staff includes a Store Manager, an Assistant Store Manager, creative folks, Mac Geniuses (now simply dubbed Geniuses), a Concierge (the guy who assists, gives tours etc), Mac Specialists, Personal Shopping Specialists, Business Consultants (now dubbed Business Partners), Inventory Control Specialists and, of course, Cashiers, who keep everything cool at the cash register, "providing the highest level of service to each customer - every transaction, every time," according to the Cupertino-based company.
"The Apple Store offers a unique opportunity to share your passion for Apple products with customers and Mac enthusiasts alike. If you're looking for a rewarding environment in which to build your career using your special skills and talents, and if working at Apple has always been your dream job, you might just be one of the passionate individuals we're looking for," reads Apple's recruitment page.
Of course, every new shirt has its slogan. According to the same source, they are as follows: Specialist: "I can talk about this stuff for hours"; Concierge: "I know people"; Creative: "No pain, all gain"; Genius: "Not all heroes wear capes"; Manager: "My place. Your place"; Back-of-house: "Some artists use brushes. I prefer boxes".
Wasn't Apple aiming at the intelligent and sophisticated bunch...? Not saying the slogans aren't catchy and all, but they kinda sound like kindergarten material, don't you think?