page_title: Genius Bar
section_title: Staff
hierarchical_section_title: Genius Bar / Staff
caption_attribution_description: English: Picture of the Genius Bar in the Apple Store on Regent Street, London.Applestore London: Genius bar
context_page_description: The Genius Bar is a tech support station located inside Apple's retail stores, the purpose of which is to provide concierge-style support for customers of Apple products. Ron Johnson, the former Senior Vice President for Retail, has often referred to the Genius Bar as the "heart and soul of our stores". Employees are specially trained and certified at the Genius Bar. Their role is to help customers with Apple hardware and software. All in-store repairs of Apple products are carried out by "Geniuses", formerly known as Mac Geniuses. In September 2009, the Family Room Specialists were folded into the mix to handle iPod and iPhone troubleshooting. After its release in 2010, iPad appointments also fell under the Family Room Specialists. Apple now maintains two Genius Bar queues: Mac and Mobile Device.
  The Genius Bar was referenced in a short-lived 2012 television advertising campaign with an actor portraying a Genius Bar employee who helped Apple customers in everyday situations. The ads were generally poorly received and were subsequently withdrawn.
context_section_description: The employees can also be viewed as the local representatives of AppleCare. They offer personal support when customers have problems or questions relating to their Apple products. Most services carried out at the Genius Bar are free. Non-warranty service (which is paid for by the customer when repairs are complete) is also routinely performed. In some countries, Apple has service depots where portable repairs (for issues such as accidental damage) can be completed for a flat rate. Most portable computer repairs and all desktop repairs are performed in-store and completed overnight or within a few days.
  Larger support teams are headed up by the "Lead Genius", who schedules workers, and handles customer service issues at the Genius Bar. The Lead Genius is assisted by the "Genius Admin", who is in charge of managing the administrative paperwork, organizing the Geniuses' work and liaising with customers about their repairs.
  Trainees (referred to as "GYO", or Grow-Your-Own Geniuses) are not certified, but trained for iPod and iPhone issues, and help out where needed before going to formal training and certification at one of several training locations worldwide, including Cupertino, California; Atlanta, Georgia; Austin, Texas; Sydney, Australia; London, England and Ireland.
caption: Location in London
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