I went to an Apple Store and saw the saddest employee in the world


And no one paid any attention to it.

Chris Matyszczyk/ZDNet

I thought I was going to go to the iPhone SE.

more Technically Incorrect

Because it’s one thing to hear about it and another to take in its essence completely.

Yes, it was a Saturday, but when I walked past an Apple Store in the Bay Area, I saw that there was room for me inside.

Apple stores may be back to normal, but maybe people aren’t.

Before the pandemic, this store would have been squeezed out of the blue. Instead, there was room to breathe.

I come to my feelings about the iPhone SE again, because on this occasion there was something much bigger and more memorable on display.

At the end of the store, a man in beige shorts and a blue shirt was swinging from side to side. At first I wondered what he was doing.

Was he muttering some motivational—or even religious—recitation? Was he building up for some kind of human encounter?

Then I saw that he was wearing a microphone. He was talking.

I have a weakness for artists.

The madmen who are willing to expose themselves to others and try to raise emotions and broaden their minds.

Apple stores regularly have Today at Apple sessions where the knowledgeable pass on their wisdom to others in the hopes that those others will become extremely talented Apple gadget manipulators, making them more loyal to the cause.

The topic of this session turned out to be tips for editing your best moments on iPhone.

The purpose of this session was to enlighten.

The dark side of this session was that no one was listening.

The man walked up and down. He spoke in a measured tone. He pretended there was an audience.

Yet no one was sitting on the crutches. Opposite him, that is.

A few men stood with their backs to him, staring at their phones.

I wanted to believe that they were really listening, but I didn’t want him to see their imperfect editing efforts at the best moment.

However, I was sure they were just waiting for their Genie to emerge from the back of the store to solve their pressing problems.

The presenter did not give up. He did not offer amateur plays. He did not demand that people go to the front. He didn’t yell, “Why don’t you love me? What have I done?”

He just carried on with his script, as if he were just one step away from a TED Talk.

I watched for a while and remembered where I had seen a performance like this before.

A few years ago, I came across CES — it’s the only way — and I saw a real Vegas artist.

He had been hired by Sharp to talk about how wonderful his televisions really were. He had an excellent stage presence, a friendly demeanor and was very well dressed.

People walked by, just a few steps from his handheld microphone. They didn’t even glance at him.

Anyway, the show went on. The artist spoke. No one lent him an ear. No one gave him a smile.

Instead, they walked on, as if they were afraid they would have to give him money.

He just kept going until the end of his show.

I then salute his abbreviated Apple counterpart from years later.

He didn’t flag. He didn’t flutter. He performed his piece to the best of his ability. It wasn’t 15 minutes of fame, but it was 15 minutes that hopefully made him some money.

If people didn’t want to hear about his manipulations of Cinematic Mode, the loss was theirs, not his.

I wonder when his next performance will be.


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