The guidebook for Apple Geniuses has appeared on the web and it offers an interesting insight into their training.

The training manual reveals the following enlightening lessons: 

What Apple Geniuses should/shouldn't say

What not to say

  • Bomb
  • Crash
  • Hang
  • Bug
  • Problem 

What to say

  • Unexpectedly quits
  • Does not respond
  • Stops responding
  • Condition
  • Issue
  • Situation

What Apple Geniuses do

  • Show empathy
  • Deal with emotional behavior
  • Guide every interaction
  • Deepen and restore relationships
  • Help them discover
  • Enrich their lives

Apple’s guide to body language 

Body language clues

How to tell if the customer is cooperating

  • Sitting on the edge of chair
  • Hand-on-the face
  • Unbuttoned coat
  • Head tilted


  • Hand to chest
  • Touching
  • Moving in closer 


  • Short breaths
  • “Tsk!”
  • Tightly clenched hands
  • Wringing hands
  • Fist-like gestures
  • Pointing index finger
  • Palm to back of neck
  • Kicking at ground or an imaginary object.


  • Druming on table
  • Head in hand
  • Blank stare 

The Apple Genius phrase book 

“I may know how you feel”

“I can see how you’d feel that way”

“I can appreciate how you feel”

“I felt the price was a little high, but I found it’s a real value because of all the built-in software and capabilities”.

There are more juicy snippets in the Genius Handbook, uncovered by Gizmodo.

Apple has seen 300 million visitors to its 375 worldwide retail stores since October 2011, the beginning of its fiscal year 2012. The company also gets 50,000 Genius Bar visits every day.

Apple has been considering ways to make the Apple Stores more profitable for some time, according to reports. 

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