Gallo, author of , explains that Apple's Stores are all about customer service: "The soul of Apple is its people; how they are hired, trained, motivated, and taught to communicate with customers to create magical experiences."

The presentation details three components that Apple uses to create a great experience for customers. First, Apple inspires its internal customers through its employees. When interviewing, Gallo says, Apple assesses whether the candidate can perform under pressure, deliver transformational customer experiences, and end with a fond farewell and an invitation to return.

Second, Apple serves its external customers, says Gallo.

Finally, Apple sets the stage through the design and layout of its Stores. "Steve Jobs reminded us that spaces could be more than four walls used to store and distribute products," Gallo says. Jobs removed all of the clutter from his stores too. He once said: "Get rid of the crappy stuff and focus on the good stuff."