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Heading Home From the Bar at 3 a.m...the Genius Bar

Boot Camp feature for Friday, May 26, 2006

Heading home from the bar at 3 a.m.. Maybe it's the Genius Bar. Bloomberg Boot Camp, a report on today's technology. Apple Computer continues to expand the number of retail stores it operates. The latest…at Fifth Avenue and 58th street in Manhattan…is the most unique yet. The entrance is a street level glass cube…with Apple's signature logo suspended in the middle. A glass staircase and a round glass elevator….lead to the below ground store. And Apple's retail Vice President Ron Johnson…says now that it's open….it will never close. It will be kept open 24 hours a day, 365 days a year…

"When we thought about this store, we're located on the world's busiest shopping street, people come from all over the world. When people come to Manhattan, there are so many things to do, we wanted to make sure that a stop at the Apple store was something they would always fit in. Secondly, we felt that for the local people that live across the street on the upper east side, that they might like the convenience of being able to stop in the morning on the way to work or any time they need help."

That's one of the keys that has made the Apple stores a success. There's a Genius Bar…an in person help desk for issues with Macs…along with an iPod Bar…and another station in the new store where Mac users can get help making digital movies…or with digital photo albums. Another key… the iPod music players….which bring consumers in. Half of those who buy Macs in the retail stores….are buying one for the first time. Bloomberg Boot Camp, I'm Fred Fishkin.