Updated with corrected & expanded hierarchies, and more detail on the Creative Pro role. Thanks to J for the additional info.

Apple is complementing its redesigned and renamed Apple Stores with changes to the staffing roles, according to sources. We first heard last week that the changes would be announced on Sunday, along with a new credo.

Three new positions are being introduced as of February 2017, while other roles are being renamed …

The three new positions are:

  • Pro, a new top-level sales position
  • Creative Pro, a mid-level position providing training & support to customers
  • Technical Expert, a new support position between Technical Specialist and Genius

It’s believed Creative Pros will have a deeper knowledge of some products than Creatives, as well as greater familiarity with apps used by photographers, videographers and musicians.


The Technical Expert position appears to be designed to free up Geniuses for more complex troubleshooting and repairs. Technical Experts will carry out problem-solving across a range of products, and repairs on iPhones only. More complex issues, and repairs on other products, will continue to be referred to Geniuses.

A MacRumors report echoes what our own sources tell us, and adds that some existing roles are also being renamed. If accurate, the new store hierarchies within the three areas affected will be these, from most senior down:

Sales Pro / Expert / Specialist (currently Red Zone Specialist)

Creative Creative Lead / Creative Pro / Creative

Technical Lead Genius / Genius / Technical Expert / Technical Specialist (currently Family Room Specialist)

In addition, Business Specialists will be known as Business Experts, Back-of-House Specialist will be known as Operations Specialists and Inventory Specialists will become Operations Experts. The sales area – currently known as the Red Zone – will be renamed as the Product Zone, and the behind-the-scenes area will be changed from Back-of-House to Backstage.

Finally, the revised credo is written rather more poetically than the previous version:

Enriching lives

We are here to enrich lives. To help dreamers become doers, to help passion expand human potential, to do the best work of our lives.

At our best

We give more than we take. From the planet, to the person beside us. We become a place to belong where everyone is welcome.

Everyone. We draw strength from our differences. From background and perspective to collaboration and debate. We are open.

We redefine expectations. First for ourselves, then for the world. Because we’re a little crazy. Because “good enough” isn’t. Because what we do says who we are.

We find courage. To try and to fail, to learn and to grow, to figure out what’s next, to imagine the unimaginable, to do it all over again tomorrow.

At our core

We believe our soul is our people. People who recognize themselves in each other. People who shine a spotlight only to stand outside it. People who work to leave this world better than they found it. People who live to enrich lives.

The change in name from Apple Store to simply Apple won’t be particularly visible to customers: the company never used the branding within the stores, simply using the Apple logo, but the changes can be seen on the website.

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Ben Lovejoy

Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!

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