Apple’s marketing has come up with a clever tactic. Apple angles the screens of their computers in the apple store so that they can be viewed but not comfortably. This is why:
The point, explains Carmine Gallo, who is writing a book on the inside workings of the Apple Store, is to get people to touch the devices. “The main reason notebook computers screens are slightly angled is to encourage customers to adjust the screen to their ideal viewing angle,” he says – “in other words, to touch the computer.”
A tactile experience with an Apple product begets loyalty to Apply products, the thinking goes – which means that the store exists to imprint a brand impression on visitors even more than it exists to extract money from them. “The ownership experience is more important than a sale,” Gallo notes. Which means that the store – and every single detail creating the experience of it – are optimized for the customers’ personal indulgence. Apply wants you to touch stuff, to play with it, to make it your own.
This is a simple yet very effective technique put in place by Apple. I went into the Apple store myself to look at the MacBook Airs and just like was mentioned; I had to adjust the screen. Be wary of this when you go to look at, or purchase anything from apple.