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How Apple Gets You to Touch Their Computers

Every design element of an Apple Store is arranged to subtly encourage visitors to become customers. The computer screens, for example, are angled at 70° to compel users to adjust them. Touching the screen lets users experience Apple products tactility and increases the desire to purchase one:

The point, explains Carmine Gallo, who is writing a book on the inside workings of the Apple Store, is to get people to touch the devices. “The main reason notebook computers screens are slightly angled is to encourage customers to adjust the screen to their ideal viewing angle,” he says — “in other words, to touch the computer.”

A tactile experience with an Apple product begets loyalty to Apple products, the thinking goes — which means that the store exists to imprint a brand impression on visitors even more than it exists to extract money from them. “The ownership experience is more important than a sale,” Gallo notes. Which means that the store — and every single detail creating the experience of it — are optimized for customers’ personal indulgence. Apple wants you to touch stuff, to play with it, to make it your own.

Link -via Kottke | Photo: Oswaldo Rubio

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Date
June 19th, 2012

Author
Stranger to the World

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