29/08/2012 13:39 BST | Updated 29/10/2012 05:12 GMT

Apple Geniuses Taught To Show 'Empathy' And Never To Use Negative Words In Stores

The psychological training undertaken by Apple geniuses has been revealed in a training Manual uncovered by tech site Gizmondo.

The huge tome includes such bizarre components such as “Using Diagnostic Services" and “The Power of Empathy”, all with the express purpose of leading the shopper authoritatively to the point of purchase.

The training takes place over a 14-day boot camp in which selling, albeit through knowledgeable persuasion, is paramount.


Selling is summed up with the acronym: (A)approach, (P)robe, (P)resent, (L)isten, (E)nd, with empathy the watchword throughout the training.

In one key passage, the trainee is told explicitly never to apologise for any problems arising with the technology. Apologising for the brand is also forbidden.

Using negative words around the brand, such as crash, freeze or bug is also prohibited.

And should a Genius get it wrong? Fearless Feedback comes into play, in which a colleague provides passive-aggressive criticism… always with an empathetic smile.