Tim Cook flags off Apple retail in India with Apple BKC

Band, baaja, and it fell a little short of a baraat as Apple opened the doors of its first official Store amidst a huge fanfare in Mumbai’s Bandra Kurla Complex area. At sharp 11 am, to a countdown chanted by exuberant Apple employees, Apple CEO Tim Cook kickstarted Apple’s retail journey in India. Apple BKC — and two days later, Apple Saket — signal Apple’s growing emphasis on India, which is rapidly emerging a key market for the company. Before the store opened, eager fans made a beeline outside the store as there was a local band playing dhol, and other instruments for the waiting customers. Cook welcomed the first batch with smiles and even obliged a few with selfies. A man actually got the 1984 Mac and presented it to Cook.

Apple BKC is spread over two floors and has over 100 employees and has all the hallmarks of Apple Stores across the world. Apple has brought the same global experience to Apple BKC, which means no cash counters, no pestering from employees, and a space that looks intimidating yet welcoming.

The high ceilings have triangular shaped tiles, which are made out of timber. Each tile is made from 408 pieces of timber and in total there are 100 tiles in the ceiling. It does give the store a unique look. There are two stone walls — the stone has been sourced from Rajasthan — that will attract a lot of attention. The impressive staircase made of stainless steel measures close to 14 metres and is a good vantage point for anyone looking to click images of the Apple Store. Further, there’s an elevator as well that connects the two floors.

Attention to detail at Apple Stores is what stands out and Apple BKC is no different in that sense. The desks or tables where Apple products are on display are just the right height for anyone standing or sitting on the chairs to experience the products. Wave your hand at triangular shaped cutouts on the table and voila, the charging ports and plug points automatically appear.

The employees who are at the store have been given rigorous training. In fact, training employees is a year-round process at the Apple Store as new products keep launching every few months. The employees at Apple BKC collectively speak 20 local languages and a few foreign languages as well. The store employees are given clear instructions on how to approach a customer and not be “in their face” all the time. Customers will be allowed to browse products for as much time as they want and no one bothers until they seek someone out. Psst: there’s free Wi-Fi at Apple Stores, which can be used and no one will actually ask you to leave even if you don’t end up buying anything.

Services like pickup at store, interactions with Apple ‘Genius’ — everything that you get in any other Apple Store in the world. Apple will hold Today at Apple sessions — short workshops for customers about products, features and creativity tools — at Apple BKC, which have already sold out for the next 15 days.

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