The Apple Genius Bar may have been created to help people, but it has turned into a zoo that many customers feel discouraged to use. Currently operating on a first-come, first-serve basis, the retailer has since created a new system that will prioritize different issues by importance. Dubbed Concierge, it will ensure that wait times are lowered and put to better use.
Through the Concierge service, the Apple Genius Bar will implement a text message system letting customers know exactly when an assistant is ready to help them. This will allow them to get other things done in the meantime instead of waiting impatiently around empty tables. The Verge writes, "The new initiative is being spearheaded by Angela Ahrendts, the former Burberry CEO who joined Apple in April 2014 to head up the 'direction, expansion and operation' of the company's retail presence."