Steve Jobs thought Genius Bar was “a stupid idea” and that it would never work, according to former Apple Store chief

Steve Jobs thought Genius Bar was “a stupid idea” and that it would never work, according to former Apple Store chief

I don't think anyone will dispute the claim that Steve Jobs it was brilliant. There are those who say that he did not know much about computers (this role belonged to his partner at the beginning of Apple, Steve Wozniak); there are those who condemn him for his behavior, say, controversial over the years; but no one can say that it was not his brilliant mind that led Ma to the top of the world not once, but twice.

However, even geniuses make mistakes from time to time. A lot has been said about Jobs' wrong bets, like the Apple Lisa or the Power Mac G4 Cube, but thanks to an interview with the former head of Apple Stores, Ron Johnson, now we also have an example of an idea that Jobs initially opposed and later became a great success: the Genius Bar.

Genius Bar

In the podcast Recode Decode, with journalist Kara Swisher, Johnson recalled the time of the development of official Apple stores and Jobs' initial reaction when the idea of Genius, employees specialized in technology that would serve customers, solve problems, carry out immediate repairs and answer questions. Apparently, Ma's co-founder didn't like the idea at all and didn't find it promising:

I remember the day I arrived and I talked to Steve about the Genius Bar idea and he said “this is so stupid! And it will never work! ” () He said, “Ron, you may have the right idea, but here's the big problem: I never met anyone who knows technology that knows how to connect with people. They are all geeks! You can call that the Geek Bar. ”

Johnson, then, had to convince his boss otherwise to implement the idea.

Then I said, “Steve, the boys who are in their 20s today grew up in a very different world. They all know about technology and they are the only ones who go to work in the store ”.

At this point, as we can see, Johnson was right. At the turn of the millennium, technology was no longer restricted to small groups of geeks, as Jobs himself classified, holed up in their parents' garages building universal circuits and remote controls; no, with the advent of the internet, science access to technology has expanded dramatically in a matter of years and suddenly understanding computers has become something cool It is desirable among young people.

Apparently, Jobs assimilated Johnson's argument very quickly: the next day, he already registered the “Genius Bar” brand and ensured its implementation in Ma stores. The rest of the story: the Genius Bar became the “killer resource ”From Apple Stores, received awards and accolades from retail specialists around the world and to this day marks a presence in all of Ma's sales spaces around the world, either in its traditional format or in new iterations, such as Genius Grove. Attendants at Apple Village Mall or Apple Morumbi pull their hair out every day trying to make visits to the Genius Bar from stores months in advance, without success.

Steve, you didn’t get it right

(via Cult of Mac