Sneaky Ways Apple Stores Get You To Spend More Money


Apple stores were the most profitable retail stores per square foot in 2017, beating out brands like
Tiffany and Lululemon. Other stores have tried
to copy the formula, but these feel like imitation
rather than innovation. Apple stores are a core
part of Apple’s brand and of spreading that brand. Tim Cook: Our stores are also
the best place to go discover, explore, and experience our new products. Narrator: An Apple store
is an Apple paradise, and anyone walking by can see this utopia, because most Apple stores
have big glass walls. Jim Mourey: When they
see that other people are inside engaging with the product, there’s this general
social desire to belong. Narrator: That’s Jim Mourey. He teaches marketing at DePaul University. Mourey: And so there’s this FOMO, like, “fear of missing out” quality
of wanting to go inside and see what the new thing
happens to be at the store. Narrator: And once customers
get into the store, they tend to stick around, because Apple stores are just plain cool. Each store’s design is as sleek and modern as Apple’s products. The flagship stores even
double as tourist destinations. Each one is like a beacon, with multiple floors, indoor trees, and incredible architecture. Apple stores wow customers with
more than just the products and the stores are filled with visual cues that get the customer’s attention. You can see every shiny
new model on display. After the using the iPhone 11, you know exactly how much better it is than your old iPhone 7. Mourey: Once people have
their hands on something, they’re more likely to purchase it. As soon as they feel some sense
of ownership of the product, they actually value it more
once it’s in their possession. Narrator: And this adds a
reason to go to the store. Even if you’re not planning
on buying anything. You can go just to play
with the new products. Mourey: The longer you
keep people in the store, the more likely they are to buy something. Angela Ahrendts: They’re
carefully curated, and they change seasonally
to always feature our newest products and services. Mourey: There’s this notion
of the pain of paying. When we know we’re in an expensive store, the more we can sort of
mitigate that feeling of pain, by, like, maybe hiding the price
tags and the sticker shock, the better off we are. Narrator: Mourey explained
that when you feel that a price is unfair, you actually have more
activity in your amygdala, a part of your brain that
processes emotional pain. Mourey: You can almost imagine
it as like a, you know, a plus and a minus, and if the plus outweighs the minus, then I’m more likely to purchase it. Narrator: In an Apple store, the price tags are very small. So even though the products are expensive, you’re not thinking about the price. Good for the amygdala. There’s also an aspirational
quality to Apple’s products. With Apple devices, loyal customers feel like they’re getting the best of the best. There are no giant “sale”
or “clearance” stickers that devalue the products, and the staff makes
customers feel important by showing individualized attention. Mourey: We want to make
the happy experience and the ease, the convenience
as great as possible and minimize that inconvenience or that pain of paying
as much as possible. Narrator: It turns out Apple
is really good at this. When it’s time to check out, there’s no line and no cash register. Painless. The phone you’ve been playing with for the past 20 minutes is now yours. And you told yourself you weren’t planning on buying anything. In the last few years, Apple has created even more
reason to go to an Apple store, adding free classes called Today at Apple on topics like photography and coding. These classes are also
a part of Apple’s vision for its stores as a part of the community. Ahrendts: We call them town squares because they’re gathering places. Narrator: But the Apple store utopia might not be as glorious as
it looks from the outside. In the past year, there have been reports of customers facing long wait times
and overcrowded stores. Customers and reporters
have lamented the loss of the seamless Apple store. Apple might have to
rethink its retail strategy if it wants to maintain
the store’s reputation. Ultimately, Apple wants its stores to have a positive
impact on its customers. When it gets it right, it makes
spending money really easy.

100 thoughts on “Sneaky Ways Apple Stores Get You To Spend More Money

  1. 0:47

    Me: 🚶🏾‍♂️

    The apple store: 🏬

    Me: *walks right by ; just looking briefly through the window* 🚶🏾‍♂️

  2. I think this is true cuz I went to the Apple store just to look at the iPhone 11 and now I’m broke wait a minute I always was.. nvm

  3. lOoK i oNlY wAnT iPhOnE 6 beCauSe i nEeD to PlAy gAmEs sUcH aS fOrtniTe, miNecrAft, eTc

    (im not toxic and pro in fortnite k)

  4. My classmate just bought iPhone 11 Pro and he isn't rich, he said "yeah, i just saved my money for this device. Took me three years to save it up and then seeing the new release of Apple. I decided to buy it."
    Me: for some people they just wanna buy what they want to buy, you can't tell them to stop. Because, they'll never stop or think twice.

  5. Apple Store Will Have Workers That will sell music Tech that is Real Tech and will explain about Them Like MainStage App And Final Cut Pro and Camera Tech that is Profitable and is A Tech with Screen. With A Killer Patent.

  6. can confirm. went to an Apple Store with my mom to buy my first phone and left the store with an iphone, AirPods, a new iPad, and a MacBook 💀

  7. I’ve been a Mac user since the 90s. Even with an appointment, the wait is too long, they just hand you off to the next layer of mouths. One of them said , no you can’t add your own RAM, I’d have to bring in my 27” iMac. I remarked that it would look very embarrassing for customers to see a customer have to drag their heavy iMac into the mall and into an all glass Apple store.

  8. I legit went into a Apple store saw a MacBook and then the last thing I remember is me walking out with a $1,500 computer

  9. Apple is just like a dimond ring you dont buy it because it's worth anything you buy it to show much much money you can spend on something that isnt worth it and not care

  10. It’s quite simple really, if you see anything new with an Apple logo…

    I’m switching from Apple to Android. I’ll be picking up my Google Pixel 4 or my Samsung Galaxy Note 10 Plus this weekend. No doubt about it!

  11. People still believe that it's a premium product when in fact it isn't and when something doesn't work they generally replace the whole thing telling you it cost more than buying brand new. Also, I am not sure if this is only me but when I try to get my parents phone repaired it took over a week to get it repaired because they need to specifically order your part.

  12. I went there cause my Apple Watch was stolen so it had a lock when I got it back so they had to do a hard reset then the guy started to say it will work brand new but since my phone it a 6s he started to say if the person that took it gets a newer iPhone then the watch could be locked again… I never heard anything like that

  13. The thumbnail is nothing like what the vid tells u but I already know how they make that sneaky money everyone does but regardless lit video

  14. How is this a sneaky way? Its just called good customer service plus being able to use a product before buying it makes it more likely someone will buy something.

  15. 3:20 – actually there is a line, last time I went to buy an iPad Pro I got asked for my name so I could wait on a bench until someone called my name, took about 20 minutes, I almost wondered if I should even bother.

  16. i always stop by an apple store to check out some of the new gadgets but i never buy anything. their marketing strategy does not work on me! haha

  17. That mind trick of making you purchase their overpriced hardware and services only works on the weakest and small minded individuals.

    I’ve been to my local  Store there three times this year, and it has been for repairs on my current device and my roommate’s device and not a single moment I felt the need to purchase anything. My roommate however felt for the shiny 11 Pro and Max cellphones and wanted to purchased one.

  18. I agree the Apple store at my local mall is way too busy and I dread going in there to pick up a product, especially during the holiday season

  19. Another thing to note is that Apple will fully refund your goods if you’re unsatisfied with the product in 14 days. This makes new customers even more willing to try and even up loving the product.

  20. Never been in an apple store in my entire life. Still have bought thousands of dollars worth of apple products though.

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