The Genius Bar is a tech support station located inside every Apple Retail Store, the purpose of which is to offer help and support for 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 that helped Apple customers in everyday situations.
Read more about Genius Bar: Store Layout, Staff, Spinoffs/offshoots
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