Angela Ahrendts, the head of Apple’s retail business, said Friday in an interview with CNBC that they won’t attempt to upsell customers to the pricier iPhone X model, arriving in two weeks.

She acknowledged that Apple has told its retail employees not to try to upsell customers to the upcoming, most expensive iPhone X model:

Internally we said the tagline was ‘an iPhone for everyone.’ I prefer that we ask you who you’re buying it for. If they’re 6 or 7 years old, what do they need? If it’s someone who’s leaning into something else, what do they need? We do that with Mac, we do that with iPad, why wouldn’t we do that with the phone?

Here’s the video.

She dismissed the notion of retail jobs going away due to the popularity of online shopping because “people want the human connection, they want a place to pick up their products.”

Discussing the gorgeous Chicago riverfront store, Apple’s most amazing store yet that opens to the public at 5pm today, she said that Apple’s retail business is no different from fashion.

“The way we look at it is building a relationship,” Ahrendts said.

“It’s no different from fashion—don’t you go back to someone who’s taken really good care of you, who you trust, to make you a better version of yourself?”

That’s all good, but I don’t understand why Apple insists on calling its stores “Town Squares”.

  • Valinor

    What she’s really saying is: we dont have enough iphone x for everyone so please buy the iphone 8.

  • Jay

    If they’re 6 or 7 years old, what do they need?

    An iPhone X because what adult is going to take animoji’s serious after the first few weeks and months. Maybe it’s more open than I am assuming for but for now it looks to be only for text/iMessages.

    P.s. Yes folks she plans on 6 and 7 year olds buying Apple products.

    • askep3

      iPod Touch lol

      • Jay

        Yea but its still pretty pricey for a 6 year old.

      • Blip dude

        Not too mentioned the mandatory AppleCare because I’m also positive it may need to be replaced at least once if a 6 year old is using it.

      • disqus_hmYbDlydxz

        My Daughter has had an iPod Touch since she was 2 (and an iPad since 3) and either. I picked up used ones on the cheap because of that concern, but it has been a non issue. Furthermore, she didn’t out grow it. Spend $70 on a V-Smile or Leap Pad, then $20-$40 per game cartridge (each game targeted to a 2 year age window), and it add up over the years. Apple devices proved a much wiser investment than what we went through with her older brother. It also doubles as a movie player for long car rides.

    • Urname

      Plenty of parents buy iPads for their kids, starting from ages barely 2 and upwards. Of course, the iPads aren’t just for the kids, it serves many other duties within the family, but kids can be a major factor for parents when buying iPads.

      • Jay

        But the topic was about the iPhone X why speak of children who cannott buy their own products. I was just making fun of the situation. I too have bought an iPad for my sister when she was a but over that age. Now shes 12 with a 5C.

      • Urname

        Ah, I was replying to your P.S. “Yes folks she plans on 6 and 7 year olds buying *Apple products*.”

        Which seems like a reasonable assumption from her based on what I said

  • Jamessmooth

    She won’t have to

  • Urname

    Apple wants their stores to be called Town Squares because like Ahrendts said, they’re not there to sell you stuff, they’re there to offer you stuff – whether that’s creative courses, technical help, event/working space, or yes, on occasion, products you can buy that will help you on your journey. They see them as more than stores, town squares are places where there are stores, public events, and gathering places.

    Granted, Apple Town Squares makes for really awkward terminology.

  • Siri Tim Cook Holness

    Tbh they don’t need to, it’s what ppl will buy anyway.

  • ♋JULY 17♋

    Apple is Apple all the phones are mostly the same ! just different chips & updates i understand that iPhone X is coming out and they dont want you to think “OH LOOK NEW IPHONE LET GO BUY IT ” ! No its the pleasure of connecting with your customers and getting to know what they like and not try to sell them i been went to apple stores and not once a employee said ” hey you wanna upgrade to the 7 because U have a 6s plus” NOT ONCE AT ALL PLUS if 6 or 7 year old kid wants a ipad or iphone x or any apple products its really up to the parents to decide what best for their child..

  • Bacillus

    Sad, but this unforeseen demand miscalculation between the X/8 can only be corrected by enhancing price their difference.
    As Apple does not do discounts…

    Now that Angela is soo empathic with us, ordinary people, may I do an empathic suggestion towards her ?
    Angela: Time for a steep iPhone X price increase !!
    It will facilitate your latest intentions, by diversifying the product line.

    It better address your premium customers’ needs: their esteem and natural desire to distance themselves from the mass, it will be better to redress ehh, balance demand with disappointing yields.
    It will enable Apple to still meet financial forecasts with abysmal product yield and stock level (saving some VP’s faces) and re-ignite disappointing iPhone 8 demand that you want to address.
    It would underline the luxury/fashion momentum which is your premier mission.
    And don’t forget about yourself (note: this goes beyond the mere selfish intentions that might be misinterpreted as egoist): it certainly would benefit your social corporate status if people see you around with your upleveled iPhone X – as that will further elevate diversity at Apple and feminism in general…
    And foremost: it is Just How Apple Works – especially after you came in…Tim will love it and be soo excited.
    I can only see positives !
    (and, to make other products look more affordable, it should be done anyway…)

  • Susie

    I saw a kid at the grocery store yesterday using an iPhone 8 Plus. They were 3 or 4… mom meanwhile is using another iPhone 8 to talk her head off loudly to the unfortunate person on the other end, and nobody except me is paying attention to the kid. “iPhone 8 & Siri ~ The Babysitter of this Generation”