Thursday, March 15, 2007 | by nathan
Dear Apple Store,
I am writing to you as someone whom you have wooed, completely, since you opened here in the Heartland a year and a half ago. I want you to know that before I jump into the meat of this letter. I want you to know that I love you, but that after what happened today, I just need a little – I just need a little space, that’s all.
See, Apple Store, I have come to rely on you for certain needs that I have. Apple needs. While I do think it a bit grandiose of you to label your workers "geniuses" – I worked across from your current location, at American Eagle, for a summer and was more often addressed as "shetbag" – I do find myself inexorably drawn to you every time I enter the mall, and I find myself thinking of you when I need something Mac-related.
So. Today I was set to take over the lecture for the baby undergrads I babysit three times a week. I had a PowerPoint presentation ready to go, but I realized almost at the last minute that I had no idea where my mini-DVI to VGA connector was. No idea. And see, this is where you should love me, Apple Store – I’m the type of person who, given the choice between tearing his house apart looking for something he may never find and paying $20 to replace that thing, will always – ALWAYS – pay the $20. So, I decided to pay you a visit. I decided to take off work an hour early to pay you a visit, as a matter of fact.
First, however, I decided to call to make sure you had the mini-DVI to VGA connector I needed, because even with an extra hour suddenly in my day, I didn’t have time to hit two stores. I put all my eggs in your basket, so to speak, and I needed you to deliver. So I called.
"Hello, Apple Store, can you hold?"
Anything for you, Apple Store.
So I held. While holding I rinsed out the coffee pot in the office, packed my MacBook and pad and pens and sundry other work-related items into my bag, turned off the lights and left the office. I started the long march to my car, annoying indie-wannabe bands from your on-hold music loop playing in my ear. (Honestly, Apple Store, why do you have to try to act like a hipster? If people are buying your products solely because it makes them look cool, isn’t that kind of lame? Why try to assuage their deep sense of poserness by playing Fall Out Boy and letting them think they’re still one of about 5,000 people in all America who knows who that is?)
See, Apple Store, what you don’t know is that I refuse to pay $100 a semester to park at a university WHERE I WORK. In a lot with big signs telling me that, should my car be pelleted by baseballs from the adjacent baseball field, said university is not to blame. Some things I will pay for. Some things – I will not. Shit, I wouldn’t park there even if I did pay the $100. Which I refuse to do.
So. I have a significant walk to and from my car every day. Specifically, about five city blocks. Most days I just ride my bike, but not today; today I knew I’d need to get my swift on, so I drove, and found myself still on hold while walking – through a construction zone – to the corner where I usually park, in a so-so safe neighborhood. I made it to the car, thinking, "Gosh, I’ve been on hold awhile. I bet they’re really busy at the Apple Store." But it’s fine – honestly, if you’d have picked up while I was taking that walk, you’d have been drowned out by the sounds of the construction. No problem.
Here, however, I had a choice: hang up and just drive, or stay on hold. I needed to know if you did not have what I was looking for; still plenty of time to change the game plan. I stayed on hold, and started the car. I drove from my parking spot at 27th and Residential Street to the mall, at 50-something and Penn; about a mile, but a mile fraught with lunchtime traffic, nine stop lights, an interstate crossing and the busiest, most chaotic intersection in the entire city. So, it took me about ten minutes.
Still on hold. Jack Johnson was singing "Banana Pancakes" when I realized this was getting ridiculous, and also when I decided that I would stay on hold as long as it took for someone to answer the phone. Even if that meant that I would be on hold long after having walked into your store, found and paid for what I needed, walked back out and gone on my merry way, I would stay on hold. I had a bunch of rollover minutes to burn, after all, and at this point it was about principles.
Also, Apple Store, no matter what anybody tells you, AFI isn’t cool. I’m not sure what is cool, but I know they suck.
Finding a space at Penn Square Mall is a bit like finding a needle in a haystack, only the needle is something for which one must basically wage the D-Day invasion, and the haystack is not so much a haystack as it is all of Kansas. I drove up and down almost every row on your end of the mall, finally seeing a spot I wanted after about eight minutes. As I pulled up the row where said space awaited me, a Taco Bell employee crossed the street in front of me and began walking VERY SLOWLY up the MIDDLE of the row, making it absolutely impossible for me to whip into the space. At one point she turned around, looked me square in the eye, then started walking again, this time more slowly.
Apple Store, I’d have fingered you as an accomplice in her vehicular homicide. I swear to God I would’ve. I was still on hold, and what did I have to entertain me but some lame indie-sounding cover of "Wild World." You couldn’t even get some damn actual Cat Stevens? Come on, Apple Store. You’re better than that.
I got in the space after – not kidding – a full minute of waiting behind this ignorant bitch. I walk in the store, still on hold, and get in line at the counter near the back. I don’t want to talk to a genius. I want to see who’s standing next to the phone, baby. And there she was. I made a point not to get her name; I’m not trying to get anybody fired, after all. I got in line; second, in fact. She was ringing some guy up on a $3000 sale, and so I stood, for several minutes. At this point I was hearing music both through my phone and through the store speakers. Frightening.
As the guy in front of me swiped his card, she picked up the phone.
"Apple Store, who are you holding for?"
"Actually," I said, "I’m in line." I leaned over so she could see me around the guy in front of me, smiling sardonically, phone in my hand.
Apple Store, she never even apologized! She asked me what I needed, got it for me, rung me up. End of deal. Would an apology have been too much to ask? As far as I’m concerned, she’s very, very lucky that the person on hold was me, a lowly customer, and not her regional manager, or, say – say Steve Jobs.
You let me down a little, today, Apple Store, and I’m kinda sad about it. I’ll be thinking twice before I come to you to buy the Nike Sport Kit and stop-AIDS iPod nano to go with my new-ish running shoes. I might just go online.
Eventually I’ll come back; I always do. Come back, baby, straight to you. But for now, Apple Store, I just need some space.