The most visible innovation to come out of this training is the Apple Genius Bar--which is directly modeled on the concierge station of a large hotel. But much more important--although less visible--is the way Apple emulated (and to a large extent was already in tune with) the most important part of a five-star customer service or hospitality experience: what I term the anticipatory customer service model. The anticipatory customer service model can be summed up in one phrase. In fact, it has been summed up in one phrase, by the storied team that created the Ritz-Carlton experience: Anticipatory customer service ... fulfills "even the unexpressed wishes and needs of our guests" [emphasis mine]. Get the full story at