Apple's most innovative product isn't a product at all

October 14, 2016 Sanjana Saluja

Apple store is no longer where you go to buy Apple products; it’s where you experience Apple. Or rather, the Apple experience is the Apple product. Forbes explores why retail industry should take note and consider the customer experience as the ultimate product. 

The most significant innovation from Apple these days isn’t the new headphone-jack-less iPhone 7 or the waterproof Apple Watch 2 — it’s the Apple store customer experience. Apple has developed a new retail experience that has transformed the Apple store as we knew it and the Apple brand itself. The importance of Apple’s customer experience innovation extends beyond the company and disrupts the concepts of shopping and stores for all retailers.

It’s apropos to highlight Apple’s customer experience innovation on this day, Customer Experience (CX) Day. CX Day is “a global celebration of the companies and professionals that create great experiences for their customers put on by the Customer Experience Professionals Association (CXPA).” Apple certainly deserves to be in the customer experience spotlight. It broke new ground when it opened its first retail store 15 years ago and Apple has become one of the most productive and popular retailers of our time. Recent developments in Apple’s retail strategy now take its customer experience — and its identity — to an entirely different level.

Find out more on how Apple is taking its retail strategy and customer experience to another level here.

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