Apple wanted to provide their customers with an exclusive way they could have their technical support questions answered in person rather than dealing with someone over the phone. This gave birth to the Genius Bars. These locations gave customers one on one time with a support expert. However, Mick McConnell, the VP of design at Samsung Electronics America, feels the Genius Bar doesn’t check all of the right boxes as the wait time to see a representative stacks up too much. This spawned a partnership with shared work space rent company WeWork to create three pilot Care Centers for customers to receive technical support at.
