>[Angela Ahrendts'] overhaul of the Genius Bar has been especially controversial. Customers looking for technical advice or repairs must now check in with an employee, who types their request into an iPad. Then when a Genius is free, he or she must find the customer wherever they happen to be in the store. Ahrendts was determined to get rid of lineups, but now the stores are often crowded with people waiting for thei…
It's better UX. As a customer, I know what a service counter looks like, but I can't recognize a tech support employee roaming around.
> If an Apple exec wants to bring back the dedicated area for the Genius Bar, how does one avoid the logistical nightmare of those lines? You still have to work within the same finite retail floor space.
Their current process is a logistical nightmare. Basically they take a description of what you're wearing, then tell you to hang around in a crowd by the "Genius Bar" next to the iPhone cases. Eventually some employee is supposed to pick you out of that crowd based on the description they entered earlier.
Lines are a well understood, tried-and-true technology for managing crowds. What they're doing is different but not better.