Apple retail workers express discontent with the company's shift towards upselling and the loss of the low-key, no-pressure showcase. Unionization efforts have already begun at some stores. The podcast also explores the rising trend of unionization in tech and retail companies, including Starbucks, and the challenges companies face in reaching bargaining agreements.
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Quick takeaways
Apple store employees are frustrated with the company's shift towards upselling customers and see unionization as a way to preserve the customer-centric approach.
Unionization efforts at Apple stores and other major companies are challenging the norm of remaining anti-union, as workers fight to protect and advance company values.
Deep dives
Apple Store Employee Frustration and Unionization
Some Apple store employees are expressing frustration and pushing to unionize. They feel that the company has changed, with increased pressure to upsell customers to buy new products. In the past, the Apple store experience was more focused on providing a unique and knowledgeable customer experience, but now the emphasis is on sales metrics and making money. This shift in focus began when Steve Jobs was replaced by Tim Cook in 2011, and has continued under current retail chief, Deirdre O'Brien. Some employees believe that unionizing is necessary to protect the values and ethos that Apple was built upon.
Towson, Maryland Apple Store and Unionization
At an Apple store in Towson, Maryland, workers experienced increased pressure to upsell customers and noticed a change in the company's focus. They were asked to mark sales on a laminated tree photo in the break room, which added to the pressure to meet sales targets. The emphasis on metrics and upselling led to frustration among employees who felt it deviated from the previous customer-centric approach. Despite efforts from Apple to combat unionization, about two-thirds of the workers in Towson voted in favor of unionizing.
Unionization Movement at Starbucks and Other Companies
The push for unionization is not limited to Apple stores. Employees at Starbucks and other major companies are also seeking to unionize. In these cases, workers are framing their efforts within the companies' own values and using tactics learned from their workplaces. Companies like Starbucks are facing a growing number of official unionized locations, challenging the norm of remaining anti-union. As workers fight to protect and advance the values and ethos of these companies, the outcome of these unionization efforts will determine the future relationship between employees and management.
A growing number of workers at Apple Stores across the US believe the company they once loved to work for is changing–and they’re not happy about it. They say the famously low-key, no-pressure showcases for Apple’s products have turned into just another retail floor, where associates at some stores and technicians at the Genius Bar are expected to upsell customers–or encourage them to buy new devices instead of fixing their current ones. Apple retail workers at two stores have already voted to unionize, and others may follow.
Josh Eidelson, Bloomberg’s senior labor reporter, joins this episode to look at the state of play for Apple workers who are frustrated with “Big Apple” and why some see the union drive as a way to persuade the company to return to its roots.
Wes and Josh also zoom out to look at how Apple’s retail challenges are similar to those of other big-name US companies where workers have unionized, and how the bosses are pushing back.
This podcast is produced by the Big Take Podcast team: Supervising Producer: Vicki Vergolina, Senior Producer: Kathryn Fink, Producers: Mo Barrow, Rebecca Chaisson, Michael Falero and Federica Romaniello, Associate Producers: Sam Gebauer and Zaynab Siddiqui. Sound Design/Engineers: Raphael Amsili and Gilda Garcia.