Employees carry iPhones in cases which have built in credit card readers, and when a customer asks for help, a map of the store and the location of the customer requesting help (based on the unit used to call for help) is broadcast to the phone/sales terminal of every salesperson in the store. If an Apple employee isn't lurking nearby, you can ask for help via the iPads affixed to the tables as informational displays. Help isn't just at the Genius Bar, but all around you. Every device in the store is live, loaded with apps and ready for hands-on experimentation (compare this to your average big box outlet or carrier retail store where many products are not properly charged, none have apps, and dummy units still exist). Throughout nearly the entire store, there are no product boxes on display, just big tables with evenly spaced products and wide aisles. The shopping experience at Apple's Grand Central store is mostly similar to other Apple stores, and the changes implemented here are being rolled out globally. The Grand Central Station Apple Store combines elements of a hands-on science museum with an art gallery Instead, it combines elements of a hands-on science museum with an art gallery. The Grand Central Station Apple Store does not feel like a store at all. Rather than suspend light fixtures from the ceiling and destroy the open feeling, each table is illuminated by an incredibly thin aluminum "T"-shaped LED lamp in the center of the table that nearly disappears. There are no light fixtures hanging from the ceiling in the cavernous space. The lack of a separation between the station and the store area highlights unique aspects of Apple's retail approach that have been seen in other stores before – there are no product boxes on shelves, just wide aisles interrupted by large wooden tables with evenly spaced Apple products on them. There is no discrete ceiling, either – just the arching roof of the enormous main hall, which is so high that it might as well not exist. While there is a staircase to ascend (you know you're going in the right direction because a glowing Apple logo is at the top of the stairs), there are no walls. "We are fortunate to have incredible retail team members and we deeply value everything they bring to Apple," the spokesperson said.The first thing you notice when you enter the Apple Store in Grand Central Station is that you haven't entered the store or left the station. It expanded sick days and other benefits for U.S. Apple pays its retail workers a starting wage of $20 per hour and provides benefits such as parental leave and stock grants. "Grand Central is an extraordinary store with unique working conditions that make a union necessary to ensure our team has the best possible standards of living in what have proven to be extraordinary times with the ongoing Covid-19 pandemic and once-in-a-generation consumer price inflation," FSWU's website states.Īn Apple spokesperson told CNBC in a statement that the company offers "very strong compensation and benefits" for full-time and part-time employees. The group pointed to how Apple, the most valuable company in the world, has seen its fortunes grow, while "its retail workers live precariously." It's a key step before filing a union petition with the National Labor Relations Board.įSWU is demanding higher wages and greater bargaining power with Apple over benefits, workplace safety and other employment matters. Organizers will determine the level of unionization support at their Apple store by collecting authorization cards from workers.
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