The Genius Bar isn’t just a nice to have for Apple, it’s an integral part of their brand experience that says to the customer “we hear you, and we care". It mitigates the risk of purchase and fuels customer satisfaction.
Often, we attribute the affinity for companies like Apple and Nike to the great work they do pre-purchase. But don’t always speak about the positives of their post-purchase experience. For most brands the service is great, until you have a query, until your product acquires a fault, until you have to make a return. Then you begin to see how much they really value customers, or rather how much they don’t.