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The insane ritual Tim Cook goes through every time he visits an Apple Store

Tim Cook Apple Store
Tim Cook Apple Store

AP Apple CEO Tim Cook visiting an Apple Store. Tim Cook has revealed the crazy lengths to which he goes to surprise staff members at Apple Stores around the world.

Cook sat down for an interview with The Telegraph in London, and the newspaper accompanied him on a visit to Apple's sprawling Covent Garden store.

Problematic for Cook is that he is so famous, so well liked by staff, that scheduling a visit ahead of time would most likely cause chaos. Word would get out. The store would be mobbed. Business would grind to a halt. The press might show up.

So the only person in an Apple Store who knows about a visit from Cook ahead of time is the store manager.

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And Cook cannot just walk in through the front door of an Apple Store. Instead he surprises the staff by entering through the back entrance. None of the blue-shirted staff members have any idea that he is about to emerge.

For his visit to the Covent Garden Apple Store, Cook arrived early in the morning, during the "Morning Download" staff meeting. That meant he had time to talk to employees and answer any questions they had about Apple. The staff there broke into a spontaneous round of applause. Then the employees surrounded him, shaking his hand and taking selfies.



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