How the Apple Store Seduces You With the Tilt of Its Laptops:

But the main reason notebook computer screens are slightly angled is to encourage customers to adjust the screen to their ideal viewing angle — in other words, to touch the computer. It’s also why all computers and iPads in the Apple Store are loaded with apps and software and connected to the Internet. Apple wants you to see the display for yourself and to experiment with apps and web sites to experience the power and performance of the devices. Customers in an Apple Retail Store can spend all the time they want playing with the devices and using the Internet — nobody will pressure them to leave.

Multisensory experiences build a sense of ownership. Interactivity is built in to every aspect of the Apple Store experience. For example, trainers who teach customers how to use Apple products in “One to One” workshops do not touch the computer without permission. Instead they guide customers to find the solutions themselves. You see, the Apple Store was never created on the premise that people want to buy stuff. Instead Apple discovered that by creating an ownership experience, customers would be more loyal to the brand.

Filed under “Evidence that experiences can be designed”.