Analysis Of Apple's Philosophy On Customer Service

of its revenues of $76.3 billion, handily exceeding the overall retail industry 's sales growth of 4.5% (para. 13).
Realization of this success is hard to grasp in an economy where brick-and-mortar stores have and continue to suffer do to low-cost online retailers such as Amazon and large, low-cost brick-and-mortar retailers such as Costco and Wal-Mart (Bajarin, 2012).
Despite the odds and in only fourteen years, Apple has managed to build a highly successful retail chain that is in high demand domestically and globally. In Figure 1, the number of Apple stores worldwide tallies to 463 as the end of 2015 approaches. Why are Apple stores so successful and continue to increase in popularity when Apple products are readily available through other retailers who are more convenient and with a lower price? The reason, Apple differentiates itself from other retailers in that it offers a value-added service (Majeski, 2011). Apple doesn’t just want to sell products; it wants to show customers how to maximize benefits from technology (Majeski, 2011). Thus, in order to accomplish this goal, Apple offers a high-value customer service retail experience.

Heisterberg and Verma (2014) state “Exceptional customer service must be the backbone of businesses in today’s tough climate” (p. 119). Apple clearly understands this principle. In Apple’s 2014 Annual Report’s Business Strategy declaration, Apple states its position on customer