Horace Dediu and Dirk Schmidt:
>Apple offers a place where people can discover and get answers about technology without the pressure of making a purchase. The job is to simplify that which is complex for a price premium.

Well said. Going to an Apple store is like no other store experience that most people have had. Not only are the staff friendly, but [they trust you](http://brooksreview.net/2011/12/trust-respect/).