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Apple Store Employees Aren't Allowed To Say 'Crash', 'Bug', or 'Problem' (theguardian.com) 308

Long-time Slashdot reader mspohr shares a Guardian article which argues that Apple Store employees "are underpaid, overhyped and characters in a well-managed fiction story" who "use emotional guile to sell products": When customers run into trouble with their products, geniuses are encouraged to sympathize, but only by apologizing that customers feel bad, lest they implicate Apple's products as the source of the trouble. In this gas-lit performance of a "problem free" brand philosophy, many words are actually verboten for staff. Do not use words like crash, hang, bug, or problem, employees are told. Instead say does not respond, stops responding, condition, issue, or situation. Avoid saying incompatible; instead use does not work with. Staff have reported the absurdist dialogues that can result, like when they are not allowed to tell customers that they cannot help even in the most hopeless cases, leading customers into circular conversations with employees able neither to help nor to refuse to do so....

[I]n a move so ridiculous it's almost certain to be a hit, the Genius Bar has been rebranded the "Genius Grove". Windows are opened to blur the distinction between inside and outside, and the stores are promoted as quasi-public spaces. "We actually don't call them stores any more," the new head of retail at Apple, former Burberry executive Angela Ahrendts (2017 salary: $24,216,072), recently told the press. "We call them town squares."

The article argues that since there launch in 2001, Apple Stores "have raked in more money -- in total and per square foot -- than any other retailer on the planet, transforming Apple into the world's richest company in the process."

But it also complains that Apple's wealth "flows from the privatization of publicly funded research, mixed with the ability to command the low-wage labor of our Chinese peers, sold by empathetic retailers forbidden from saying 'crash'."
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Apple Store Employees Aren't Allowed To Say 'Crash', 'Bug', or 'Problem'

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  • by CaptainDork ( 3678879 ) on Sunday December 09, 2018 @12:44AM (#57773642)

    ... back when I was a suit.

    At a meeting, I told management that we had a major problem.

    My boss corrected me saying, "We don't have problems, we have opportunities."

    I said, "OK, then I have nothing to report."

    A big wheel raised his hand to my boss and said to me, "No, go ahead and report."

    I told him. "We have an opportunity that's causing a major problem."

    • by Tablizer ( 95088 )

      My boss corrected me saying, "We don't have problems, we have opportunities."

      "Well then, we have an opportunity to embarrass ourselves big-time and make our customers leave to participate in opportunities at our competitors."

      • The opportunity phrasing is meant to imply that:

        The employee that comes up with a solution will be rewarded. With reputation if not money.

        Or that there is an opportunity to improve the situation, improve profits, and/or improve the customer experience.

        Every problem noticed is an opportunity for somebody, maybe an opportunity for somebody else.
        • by DMJC ( 682799 )
          Aka, we have an opportunity to improve our processes to improve safety and financial stability. "underpaid, and overhyped characters in a well-managed fiction story" who "use emotional guile to sell products" Sounds like most employees to be honest.
        • The problem still exists though, it is the idiot who thinks the problem goes away by renaming it. Ie, taking a pithy aphorism and treating it as literal truth rather than knowing what it means.

        • by JaredOfEuropa ( 526365 ) on Sunday December 09, 2018 @04:04AM (#57774096) Journal
          If people at your company think that phrasing things differently is what will help them improve, then you're in a corporate cargo cult.
          • by Kjella ( 173770 )

            If people at your company think that phrasing things differently is what will help them improve, then you're in a corporate cargo cult.

            I see it mostly as the culmination of a linguistic arms race. The thing is, we as developers tend to look at first-order solutions to problems, if there's a bug the code needs fixing. If there's technical debt the code needs refactoring. If there's outdated code it needs upgrading. If we're very blunt about the negatives we can make any solution look bad, even when it's a solid workhorse that has served and continues to serve most the users well and has adapted to different business requirements and deliver

        • by Dunbal ( 464142 ) *
          Trying to understand the opportunity involved in BP dumping billions of barrels of crude into the Gulf of Mexico with Deepwater Horizon... exactly who benefited here?
          • It was an opportunity to avoid accountability for skimping on safety and the resulting environmental damage.

          • Trying to understand the opportunity involved in BP dumping billions of barrels of crude into the Gulf of Mexico with Deepwater Horizon... exactly who benefited here?

            "We have an opportunity to test the problem-solving skills of our best engineers & roughnecks. Further, we can test the efficacy of the world's oil spill clean-up technology."

            See? That wasn't so hard. ;)

          • Trying to understand the opportunity involved in BP dumping billions of barrels of crude into the Gulf of Mexico with Deepwater Horizon... exactly who benefited here?

            BP benefits from a legal ecosystem which permits them to risk such happenings without being held ultimately responsible for the cleanup.

        • I see that someone finally read those posters that HR put up in the break room...
      • by rtb61 ( 674572 )

        Technically speaking, Apple store desired language, fully complies with their restricted access closed garden. Need to pigeon hole Apple in you mind, consider and Ladies and Gentlemen's computer club and cheeky fucker's ain't invited. Yes, that store language is typical of that kind of club, no one is ever really at fault, the environment is creative whilst always remaining pleasant. Don't buy into that lifestyle, don't buy into Apple products, as simple as that. They most certainly do have their place wit

        • Don't buy into that lifestyle

          And that's exactly what they are selling: a lifestyle, a pleasant fantasy, or an "experience". Something that many marketing managers are keen on these days, thanks in part to Apple's success in doing that. And people like it. Though I'd have to agree that it is taken to ridiculous levels these days.

          Full disclosure: I do own Apple products. For one, I prefer iOS - walls and all - over Android. And while I did some app development, I much preferred Objective-C over Java. But I don't buy into Apple's

          • Re: (Score:2, Insightful)

            by mvdwege ( 243851 )

            Part of that lifestyle they're selling is the lie that users of their products are at the cutting edge, using Apples innovative products.

            This marketing style, like most of their work, is of course derivative as hell. It is how e.g. the sports branch went from commoditised sneakers to 'Just Do It!' lifestyle markers, increasing their markup by magnitudes at the same time.

            Apple is a branding and marketing exercise, the Nike of the computer industry.

        • Note of clarification, I do not own any Apple products and never have

          If you had, you might have gone to an Apple user's group meeting at least once. Pathetic things, really. You spend as much time learning about products for sale as you do about learning things, or at least that's how it was back in the 68k days. The only cool thing about it was getting to see the latest portable macs.

    • This seems to be an issue with some types of management. They apparently think by banning certain words, that somehow the problems associated with those words magically goes away. Or, perhaps more likely, they just get sick of hearing about the same old problems over and over, and instead of buckling down and actually *solving* those problems (which requires hard work + competence), they simply ban the key phrases used to describe those problems, thus, "solving" the problem on their end, since they no lon

      • Re: (Score:3, Informative)

        by mermeid007 ( 5624172 )
        Your signature is terrifying :)
        • by Dutch Gun ( 899105 ) on Sunday December 09, 2018 @04:00AM (#57774080)

          Heh, yeah. It's a little sad how something that starts out as an explicit rejection of dogma and over-reliance on process can itself become dogmatic in a very short period of time. I guess that's just human nature. My takeaway is that relying on any sort of single methodology (without regular introspection) to achieve excellence is ultimately doomed to fail, because without understanding the motivation behind an innovative / effective methodology or process, one is doomed to either misapply it where it doesn't make sense, or to continue to use that same process beyond its useful lifespan.

          Naturally, a manager who bans words they don't like to hear isn't going to be interested in much introspection or innovation in their workers' processes. Dogma is so much more comfortable to fall back on, because you don't have to actually think, or make hard decisions.

          • by Hognoxious ( 631665 ) on Sunday December 09, 2018 @07:22AM (#57774356) Homepage Journal

            It's a little sad how something that starts out as an explicit rejection of dogma and over-reliance on process can itself become dogmatic in a very short period of time. I guess that's just human nature.

            I once wrote a longish essay saying more or less that.

            React - you eat prawns that have been warm (which they have, because you live near the Mediterranean 5000 years ago) and you get ill and throw up.

            Reason - you notice the connection between eating prawns that have been warm (which they have, because you live near the Mediterranean 5000 years ago) and being ill. You become noticeably less keen on prawns.

            Religion - eating prawns is taboo! Don't even look at them, sinner!

            Except now we have refrigeration.

            I'd accidentally hit upon somebody's model, but I forget the name.

        • It doesn't scare me, but then I don't know what "intertia" is.

      • by raymorris ( 2726007 ) on Sunday December 09, 2018 @01:59AM (#57773858) Journal

        One business that has always been profitable is telling people that changing there attitude will change their situation. Currently, TED talks are a popular platform for this. "If you see everything as an opportunity, it becomes an opportunity!" Some people believe that and there will always be people who believe that because believing the trope is much easier than the alternative - facing and solving hard problems.

        It's believable for two reasons. It's so attractive - we WANT t believe that all these hard problems can be solved just by changing our attitude. Also, it's inverse is true, making it an attractive fallacy of the inverse. It's true that if we have a defeatist, hopeless, victim attitude, we won't solve our problems.* We'll whine about them, we'll blame others, and we won't solve anything.*

        Of course does NOT mean that the right attitude magically solves our problems. A "can do" attitude, fortitude, looking for the opportunities we can leverage, determination is a *prerequisite* to finding solutions. It's not the solution. It's what you have to do *before* you find the solutions, and *after* you frankly acknowledge the problem.

        * If this truth that an attitude of victimhood and blaming others doesn't solve any problems reminds you of a certain political party, that's not my fault. They chose that approach.

        • Me and a female friend attended some local Toastmaster club, and gave up on it after a couple of months.

          The fake patting in the back and fake "positive" attitude was revolting, and it discussed me more than going to an evangelist mass.
          Coincidentally, or not, the failed people that I know that did not have any particular strong skills to keep a job in the recession, went on being "coaches".
          • disgusted... I think the worst "feature" of slashdot is not letting people correct obvious mistakes.
          • The fake patting in the back and fake "positive" attitude was revolting

            Oh yes, corporate culture. Expressed in the language used in team meetings, documents, and corporate communication, and the drivel from the mouths of managers. As well as in the absolutely hideous corporate "art" hanging in meeting rooms (3 stylized figures lifting a heavy pyramid: I know it means teamwork but it sure looks like slave labour...)

            It's the stuff that eventually drove me to leave my previous client where I had been working for years. People at my current client thankfully don't put up with

        • Your attitude to problems will not fix it, but it may be a cog in the process.
          But like everything it needs to be well balanced. IT negativity and sarcasm often backfires with non IT folks. Because they think they are getting a product while they are getting a solution to a particular problem. This means a bug in the code will need to evaluate to see if it a bug where the code isn’t working as designed or the user is trying something it wasn’t meant to do and causing problems.
          Store computer repa

      • As a devils advocate, language dictates reality. Propogandists, psychologists, marketers, have all known this for a hundred years. We have switched to saying "challenges" instead of "problems" at works and i feel that it does have a psychological impact that you can't just ignore.

    • by Anonymous Coward

      This isn't the same thing at all. "Crash" could mean a ton of different things - the system has hard-locked, the Mac equivalent of a BSD, the actual hard drive head has crashed into the platter, "spinning beach ball," etc. Just like your BMW dealer doesn't tell you that your car is "making funny noises." It's a vague, unhelpful word for the expert to use.

      Some other other words (like "problem" vs. "issue") are just branding but it doesn't really matter. Just like they call the tech support guys "geniuses" -

  • by Rui F Ribeiro ( 2870173 ) on Sunday December 09, 2018 @12:44AM (#57773644)
    When I bought an iphone 6, I though I was investing on a couple years phone, and bought a 128MB model. It was my 2nd iPhone after all.
    Big mistake. Apple turned it slow with the infamous updates "to keep old batteries happy".
    I just switched to Android, a 200 Euro/USD phone is more than enough to use and drop every couple of years.
    On the bright side, I am not also giving my business to a company that only cares about fake political correctness and about using their foothold on business to promote whatever Tim Cook things about political or sexual issues instead of caring into improving technology.
    • Wow, you got screwed. I thought my iPhone 4S' 16 GB was small! :P

  • Just Apple, ah? (Score:5, Insightful)

    by evanh ( 627108 ) on Sunday December 09, 2018 @12:50AM (#57773666)

    I sure as hell get that at every shop I walk into these days. And it ain't restricted to tech products at all.

    My interaction with most sales staff at most shops usually end very abruptly, and often rudely now. Simply because they are clearly not trying to help in any meaningful way. Which is usually is around questions of specs and function of the products they are meant to be selling!

    They may as well be machines.

    • by Dunbal ( 464142 ) *

      My interaction with most sales staff at most shops usually end very abruptly, and often rudely now.

      I shop online. Fuck retail.

  • by Anonymous Coward on Sunday December 09, 2018 @12:51AM (#57773668)

    Everything is awesome, all Apple products are flawlessly perfect. ~ Duke of Duloc

    And so the little BUG never got fixed. As a result, several web-facing products began quietly failing. Nobody dared report it as the Ecuadorian embassy is already full up. And so the little BUG grew and grew. One morning, Apple work up to most of the Apple missing. A large worm was then observed munching away down Cupertino Ave and Apple Way, devouring all in its path. It had become unstoppable.....
    And the rest kids, is history. Today we can look at these Apple products on display in our museum. Note they are heavily sealed for safety reasons....

  • no longer contiguous.

    I'm sad to hear you are having a non-supported issue with your excellent aPple device, but I'm happy to tell you for merely another 1K, you can replace it without having to retype your contact list.

    The last apple device in my home was a Mac II CX which as solely running A/UX because I needed X windows compatibility. I later moved to a Graphon X terminal using a 38K modem

  • by jwymanm ( 627857 ) on Sunday December 09, 2018 @01:02AM (#57773716) Homepage
    This is the endgame of white washing everything, controlling all employees (and consumer) social behavior, political correctness everywhere we turn. You control the message everyone is giving and you can sell to a captive audience without stirring up any resistance.
    • In other words... Apple makes and pretends to drink its own Kool-Aid while pouring refills for their customers and handing them straws.
  • by Gravis Zero ( 934156 ) on Sunday December 09, 2018 @01:05AM (#57773724)

    I don't own an Apple computer but if I did and I needed tech support (which I wouldn't), I would make it my mission to use all the forbidden language and act confused when they didn't respond using the same language. When they finally quit the linguistic acrobatics I'd start yelling, "HERETIC! HE SPOKE THAT WHICH SHALL NOT BE SPOKEN!", pointing and maybe jump on on a table [theblaze.com] to maximize store-wide attention.

    And that's how I plan to get banned from every Apple "town square". ;)

  • on users is a sin.

    Hire smarter people using merit to work on the OS.
    • Hire smarter people using merit to work on the OS.

      You have to test it on complete idiots at some stage, just to see what they'll do... like, drag all of the software into the trash can and then empty it. Although to be fair, that was the 7-year-old child of one of the users I once supported.

      • I work in the hell of first-line tech support, and whenever I can't reproduce a problem, I have to walk across the site and go visit the user in person so I can view exactly what it is they are doing wrong. Sometimes they do things so strangely wrong that no technical user would ever think of it - like managing all their files via the MS Word open dialog, because they don't know how to open a file manager window. Or spending hours in frustration unable to find their emails because they accidentally clicked

  • It is not often that I compliment apple on locking down everything, but I have to say this is a great strategy. It reminds me of choosing the wall color of a business to help affect the mood, having no clocks in a casino, or having the bathrooms at the back of the store.
  • by magusxxx ( 751600 ) <magusxxx_2000@yaOPENBSDhoo.com minus bsd> on Sunday December 09, 2018 @01:33AM (#57773794)

    "We agreed not to use the word recession in The White House."
    "Then what do we call it?"
    "A bagel."

  • by Plus1Entropy ( 4481723 ) on Sunday December 09, 2018 @02:12AM (#57773896)

    Now you're just fucking with us.

  • by Tough Love ( 215404 ) on Sunday December 09, 2018 @02:16AM (#57773906)

    "Overpriced"

  • I thought the three words were "sale", "discount" and "free"
  • by NicBenjamin ( 2124018 ) on Sunday December 09, 2018 @03:21AM (#57774006)

    Sometimes the Guardian is a great source, but other times they're just delusional.

    But it also complains that Apple's wealth "flows from the privatization of publicly funded research, mixed with the ability to command the low-wage labor of our Chinese peers, sold by empathetic retailers forbidden from saying 'crash'."

    "Privatization of publicly funded research"? That's mind-bogglingly stupid. Show me a PhD economist who claims to prove otherwise, and I'll show you extremely strong evidence that motivated reasoning is a thing. By that standard we should run all airlines as public utilities because none of our current plane designs would be possible without WW1-era-government-funded R&D.

    The claim that Apple retail employees are "low-paid" is slightly less stupid, so I'll bother to refute: as someone who is roughly 19 years into a retail career, I have never made the same hourly Apple employees do. I know, I have repeatedly applied to their stores, because even the shelf-stocking guy makes 30% more then I currently do. To get their wages in a non-Apple setting you need to be at least a department supervisor. It's also an amazing place to work precisely because they don't have commission. You can sell someone a $400 iPad or $799 Mac Mini instead of selling them a $3k laptop or $6k Mac Pro because you make the same either way.

    In terms of Chinese wages being low, that's a bit of left-wing lore that was true ten years ago, but is quite exaggerated today. Chinese factory workers would not put up with the Communist Party if they hadn't been given some very nice raises in recent years. They make less then US factory workers, particularly factory workers on old Union contracts, but not that much less. It's also somewhat silly to damn Apple for doing something literally every other company in the world does.

    The rest of the article it doesn't improve. No shit Apple tries to control every aspect of the customer experience, so does literally every other company on the planet. At my retail company there are actually tasks that I am supposed to perform in 90 seconds, and the computer adds all these tasks up, plus all the time I have devoted to said tasks, and if I was taking an average of 2 minutes per task I would in huge trouble. No shit Apple wages (which start at $14.50 an hour and go up fairly rapidly from there) can't support a family of four, but if it couldn't support a family of three half my coworkers would have literally starved to death years ago. The only guys who make $14.50 an hour are management and the handful of guys who got hired in back before they started hiring High School kids with no home improvement experience.

    • before they started hiring High School kids with no home improvement experience.

      I don't know who you are working for, but the big orange box by me used to be staffed with retired trade professionals who could actually give you solid advice about installation, troubleshooting, codes, etc. Now, it's mostly young kids who if you ask for a GFI breaker look at you like you are speaking a foreign language.

      I've found Apple's customer service and tech support to be real good. They don't bug you if you are just looking and when I've had to get tech support they took their time, diagnose the iss

    • to be fair it could be written better. The Guardian isn't saying that private companies using publicly funded research is bad, they're pointing out the disconnect between a company that built itself on the public dime and then actively abuses said public. And yes, I know most of the research wasn't done in China, Humanists think in global terms since there's a global race to the bottom going on right now, if you're a tech worker you've probably experienced that in the form of outsourcing...
      • That's a smart-sounding way of putting it because it's very abstract. If you're an activists (and the Guardian are proud to be activists) you use that type of language all the time because it makes you sound several hundred times smarter and it's also extremely hard to disprove. However in this case it's trivial to disprove.

        Apple computer did not "build itself on the public dime." They did sell a lot of Apple IIs to schools, but they did so at a huge discount because they figured that dominance in education

  • by johnw ( 3725 ) on Sunday December 09, 2018 @03:29AM (#57774014)

    but only by apologizing that customers feel bad

    This has become the norm in any corporate apology. No matter how badly they've performed, the best you'll get out of any big organisation is something along the lines of:

    "We strive at all times to provide the highest levels of customer service and satisfaction. I am sorry if you feel that we have failed on this occasion."

    Never any kind of admission that they have ballsed up, no matter how much evidence there is that they have made a phenomenal pig's ear of things. Instead they try to suggest that it's your fault really - you're being over-sensitive, and it's not really their fault.

    The really stupid aspect of this is that a decent apology can win you customers. I used to run a small mail order business, and when we got something wrong we would instantly take the blame and apologise. "Oh, whoops! Sorry - that's my fault." People were so surprised at this kind of honesty that it won us some of our most loyal customers. Big business though seems absolutely determined never to issue a real apology, and by so doing they merely alienate the general public.

  • War is peace (Score:3, Insightful)

    by TuringTest ( 533084 ) on Sunday December 09, 2018 @03:39AM (#57774034) Journal

    âoeWar is peace. Freedom is slavery. Ignorance is strength.â

    What, you thought only communism used propaganda?

    This comes from the people who made the infamous 1984 ad.

    • This comes from the people who made the infamous 1984 ad.

      The ad was done by Chiat-Day, an advertising agency. That aside, the ad was commenting on the "big brother"-ness of IBM and their mono-culture. Apple was the subversive liberator.

  • There are a number of things I don’t like about Apple right now... but this story doesn’t ring true to me.

    I went in this past summer with an iPhone 6S - GPS no longer worked. The “genius” (yeah, I do hate that) listened to what I’d done to attempt a remedy, said “I’ve seen this problem before, but it’s usually been with the 6 not the 6S”, then gave me a replacement 6S. No hassles, no dissembling, no attempt to upsell.

    In summer 2017 I went in with a 2015

  • Do not use words like crash, hang, bug, or problem, employees are told

    Actually I think this isn't a bad thing. I'm a software engineer. When me and the missus have dinner and talk about the work day, I'd say for example, "there was a problem with the app but I was able to figure it out". She sometimes responds with "why does your job consist of so much problems?"

    It's gotten in my lingo to just call everything a problem. It's not a bad thing, my job is fixing those and delivering a working end product. But I think it makes it more understandable to regular people to not call i

  • Do not use words like crash, hang, bug, or problem, employees are told. Instead say does not respond, stops responding, condition, issue, or situation. Avoid saying incompatible; instead use does not work with.

    • Crash: euphemism. Does not respond (to your mouse or keyboard): plain English
    • Hang: euphemism. Stops responding: plain English
    • Bug: historical jargon. Issue: multidisciplinary indication of something not working the way you expect
    • Problem: plain English, includes pejorative judgement (deserved or otherwise). Situation: plain english, can include sequence of steps and description of behavior [gnu.org] without judgement.
    • Incompatible: plain English, me not like big words. Does not work with: plainer English

    It see

  • As if the problem, bug or crash goes away with all the newspeak.
    If Apple would invest these resources in some programmers.... (a.k.a. developers! developers! developers! (remember that one?))
  • by DrXym ( 126579 )
    They're sales staff. They're as much geniuses as Subway sandwich makers are "artists".
  • Crash: Rapid unplanned program exit

    Bug: Unintended program functionality

    Hang: Unscheduled process suspension

  • And White House employees aren't allowed to say dossier, collusion, or impeachment. True story.

  • Comment removed based on user account deletion
  • We actually don't call them stores any more, we call them town squares.

    Heh, fuck, I could not better this in trying make a cringe-worthy capitalistic statement - It's so perfect I almost suspect it's astroturfing - Yes Apple! please do come and run our town, I for one welcome our new technological overlords.

  • It's not double think, it's a classic marketing tactic. Your customer service reps are the face of your company. You want them to put a good face on. As for internal discussions you avoid the words because if you get in the habit of using them you'll slip up in front of a client.

    Apple has created an impression of being significantly more stable than Windows. Take away the bloatware and buy decent hardware and that's just not true. Now, to be fair it's often hard to do those things with Windows (I got st
  • It's a big jump—fraught with insecurity—to go from living at home to living on your own. Who's going to tell you you're still awesome when the best laid plans of callow fledglings screw the pooch?

    Apple Inc.: I will! Me, me, me, meeeeeee!

    Oh, what a complex world you weave when Fiction as a Service becomes the killer application of sugar-laced independence.

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