Steve Jobs Initially Thought the Genius Bar in Apple Stores was ‘Idiotic’

The Genius Bar at an Apple retail store has become an iconic image at this point, and customer support is one of Apple’s biggest strengths in the consumer technology space.

However, it turns out that the late Apple co-founder, Steve Jobs, wasn’t immediately sold on the idea. As Recode notes, via the Recode Decode podcast, Jobs actually called the idea “idiotic,” and opined that he’d never met anyone who “knows technology” who also knows how to “connect with people.” Jobs, of course, as we’ve seen the Genius Bar flourish to this point, eventually changed his mind, as revealed by Ron Johnson (former retail chief for Apple):

I remember the day I came in and told Steve about the Genius Bar idea and he says, ‘That’s so idiotic! It’ll never work!’” Johnson said. “He said, ‘Ron, you might have the right idea, but here’s the big gap: I’ve never met someone who knows technology who knows how to connect with people. They’re all geeks! You can call it the Geek Bar.’”

“And I said, ‘Steve, kids who are in their 20s today grew up in a very different world. They all know technology, and that’s who’s going to work in the store.’”

As the story goes, the next day after having that conversation with Johnson, Jobs called Apple’s legal counsel and instructed them to file a trademark for “Genius Bar.”

The full conversation can be heard through the source link below. It’s certainly an interesting look back.

[via Recode]