[lemax]

I too find the it patronizing to shop in-store – it seems the staff are trained to assume everyone has less knowledge of the products than they do – this might work in other consumer retail environments but not when you're selling "Pro" level products. The tone and efficiency of the retail experience is much better at a store like Adorama or B&H (NYC pro photo/video shops). Not to mention the irritating processes and many touchpoints of reaching the right person in an Apple store

[mike_d]

99% of their target audience does not live in Silicon Valley.

Go to LA for example and you'll find creative professionals that need "pro" level gear but appreciate the white-glove Apple service of showing them around and answering questions for a high end purchase.