Apple's Genius Staff to Offer Buyers Fashion Advice to Help Pimp its Watch

By Gary Cutlack on at

The job of the Apple Store "Genius" is apparently about to change, with Apple asking its team of nodding drones to start offering fashion and lifestyle advice to sell prettier straps to potential buyers of the Apple Watch.

According to extensive staff notes obtained by 9to5Mac, the entire idea is to introduce the dread concept of upselling to the Apple world, with staff expected to start suggesting choices along the lines of: "...you seem to have a fun style. I think the Pink Sport band would match your style perfectly."

The entire thing sounds pretty repulsive and like the sort of concept that'd sink like a stone in the UK, where we go into shops to hide and keep warm rather than to have a conversation with the staff. 9to5Mac's sources also claim that "Geniuses" should avoid comparing Watch options based on price alone, because buyers "...may be willing to spend more for a model that makes them feel good."

The key thing seems to be that Apple wants to emphasise style over function when it comes to Apple Watch, hopefully selling it to people for whom the Apple logo is as important a sight as the sun in the sky -- with what the Watch can actually do a poor second best to how well the strap matches the trim of a person's ironic school satchel. [9to5Mac]