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Will new retail associate roles drive Apple’s sales even higher?

Written by Tom Ryan

Photo: RetailWire

In addition to removing "store" from its Apple Store name, Apple is adding three new positions at the store level. The titles, first reported by MacRumors, are:
  • Pro: a top-level sales position reserved for those most familiar with Apple products.
  • Creative Pro: a mid-level training and support position. Creative Pros have more in-depth knowledge on some products than Creatives, as well as more familiarity with apps.
  • Technical Expert: Freeing up Geniuses to work on more complex issues and repairs, Technical Experts focus on mobile repairs and troubleshooting software and products such as the Apple Watch and Apple TV.
In these areas, the name of its Red Zone Specialist position was also changed to just Specialist and Family Room Specialist to Technical Specialist. According to 9to5Mac, the new job hierarchies on the selling floor from most senior down at the three affected areas are:
  • Sales: Pro, Expert, Specialist
  • Creative: Creative Lead, Creative Pro, Creative
  • Technical: Lead Genius, Genius, Technical Expert/Technical Specialist
In other areas, Apple has renamed the Back-of-House Specialist to Operations Specialist and Inventory Specialist to Operations Pro. At the same time, the company renamed different sections of the store, including changing the "Red Zone" on the selling floor to the "Product Zone" and "Back-of-House" to "Backstage." Many reports surmised that the new job titles are designed to further elevate customer service by reducing wait times and better managing traffic flow. Writing for InvestorPlace, Brad Moon said the seniority recognition within the new titles may help retention. He wrote, “There also is a clear effort to streamline the troubleshooting and repair process, especially in mobile.” In April, Apple logged its first decline in quarterly revenue in 13 years due to weakness in iPhones. Under the direction of Angela Ahrdents, the stores are also being updated to more of a boutique feel. An article entitled “Secrets Of The Apple Store” on Thrillest.com pointed to a distinct hierarchy on Apple’s selling floor. Said one ex-Apple employee, “The power dynamic can be a little off-putting if you’re new since the higher-ups like to show off their knowledge any chance they get.”

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