Secrets to Building Insanely Great Customer Loyalty

The Apple Store has redefined the customer experience. Today Apple Retail boasts the highest profits per square foot of any retailer in the world. It has also served a model—the gold standard—for businesses across a wide variety of categories.

The Apple Experience is the first book to lift the curtain behind Apple’s stunning success in the area of customer service and to show anyone how to run any business the Apple way. Carmine Gallo, author of the international bestsellers The Presentation Secrets of Steve Jobs and The Innovation Secrets of Steve Jobs, spent years researching Apple, interviewing former Apple executives, and also interviewing the founders and leaders of other customer service champions including: Virgin, Zappos, Southwest, The Ritz-Carlton, The Four Seasons, Disney, Starbucks, BMW, and many others.

The Apple Experience is for anyone who is serious about reimagining the customer experience because, at its core, this experience is not about Apple. It’s about the soul of Apple—its people, and how they are hired, trained, and taught to create wow moments for every customer every time.

The Apple Experience

wherever books are sold


Carmine Gallo explains beautifully and simply just what makes the Apple retail experience so successful. No matter what kind of business you are in, there are insanely valuable lessons in this book!

GARR REYNOLDS, bestselling author of Presentation Zen and The Naked Presenter

This book will help you understand and implement the three pillars of enchantment: likability, trustworthiness, and quality

GUY KAWASAKI, author of Enchantment and former Chief Evangelist of Apple

An exciting resource for any business owner in any country who wants to reimagine the customer experience


Why can’t other retail experiences be as great as an Apple Store’s? Not only does Carmine Gallo answer that question brilliantly, but he shows precisely how to make sure your customers never ask it about your business.

MATTHEW E. MAY, author of In Pursuit of Elegance and The Laws of Subtraction


Publisher’s Weekly, “the bible of the book business,” calls The Storyteller’s Secret an “infectious” and “indispensable guide” for readers with an idea to sell. Read full review

Publisher's Weekly

This entertaining and informative overview of how famous storytellers build loyalty, sell products, and inspire others will appeal to general readers. Read full review

Library Journal

The influential Kirkus Reviews calls Carmine Gallo a “motivational master.” The Storyteller’s Secret is full of “inspiring accounts of wonderful storytellers” who educate, motivate, launch movements and change the world. Read the full review

Kirkus Review

The Apple Experience Keynote Videos and Television Interviews

More videos…


Happy readers.

“Carmine Gallo, the author of The Apple Experience has done a wonderful job of capturing the soul of Apple – the heart of the experience.”

John Chancellor

Amazon Vine Reviewer


“I restructured a lot of my business based on the information I received from this book. I highly recommend it for any corporate executive, business owner, and it works really well when I consult with non profits organizations too.”


Amazon Review

“A must read for business people and Apple fans alike.”

C.L. Mershon

Amazon Review

“I’m a big fan of Carmine! This read is essential if you plan on elevating your brand value and inspiring greater customer allegiance.”


Amazon Review


“The Apple Experience is an insanely great case study on customer service. The steps to build a better business model by making your customers happy are laid out in a simple and straightforward manner and a constant stream of real world examples bring these concepts to life.”

Tania Ruiz

Amazon Review


“The best book to have as your desk reference and training guide for new employees”


Amazon Review


Customer Experience Articles

Ten Reasons Why The Apple Store Was Never A ‘Store’

When you touch hearts, profits follow. In this Forbes column Carmine explains why the Apple Store was never a ‘store.’Read article on Apple opened its first retail locations in 2001 and did not hire cashiers. It hired concierges instead. Think about it.... read more

Another Excellent Book By Carmine Gallo

[auote type=”right”]Another excellent book by Carmine Gallo. If you are a business person, this book is a must read, as are the other books on Apple by Gallo.[/quote] -Jeffrey C. Meadows (five-star read more

Five Stars

The best book to have as your desk reference and training guide for new employees. -Lucy, read more

An Insanely Great Case Study On Customer Service

There is ample content here to walk away and immediately begin putting this process to work for your company, department, or team, or even just to strengthen your own customer service process. Whatever your position, and in whatever industry you work or lead, there is... read more

Insightful And Well-Written

It was a pleasure to read The Apple Experience by Carmine Gallo. I will now look at how the best companies provide customer service, right along with how I will notice how other companies could do it better. I will also challenge myself to provide amazing experiences... read more

Apple's Five Steps of Service

The Apple Experience Slideshare