[deanCommie]

This sounds to me like the issue of when technical people call Tech Support with an advanced problem and the agent forces them to first check their monitor is on and reset.

It's frustrating, sure, but look at if from the other side: 99% of the people they deal with are completely incapable, and 90% of their problems ARE solved by a simple reboot.

Apple/iPhone is the ubiquitous phone for everyone from CTOs to grandma's.

The in store experience is optimized to make sure a person that has been stuck in a cave for 30 years and can walk out with a device optimized for their needs.

I bet they think that people like you will just buy online and choose in store pickup...