Hours after writ­ing about the duration-of-exposure effect (whereby merely touch­ing an unowned object increases our attach­ment to it and how much we value it), a post came into my feed reader point­ing out how Apple Inc. take advan­tage of this effect in their “painstak­ingly cal­i­brated” stores.

Carmine Gallo, pro­vid­ing a glimpse into his upcom­ing book, The Apple Expe­ri­ence, explains how every aspect of an Apple Store is designed to fos­ter “mul­ti­sen­sory own­er­ship expe­ri­ences”. This on the (very spe­cific) tilt of lap­top screens (from another great arti­cle on the topic):

The note­book com­put­ers dis­played on the store’s table­tops and coun­ters are set out, each day, to exactly the same angle. That angle being, pre­cisely, 70 degrees: not as rigid as a table-perpendicular 90 degrees, but open enough — and, also, closed enough — for screens’ con­tent to remain vis­i­ble and invit­ing to would-be typers and tinkerers.

The point […] is to get peo­ple to touch the devices. “The main rea­son note­book com­put­ers screens are slightly angled is to encour­age cus­tomers to adjust the screen to their ideal view­ing angle,” [Gallo] says — “in other words, to touch the computer.”

A tac­tile expe­ri­ence with an Apple prod­uct begets loy­alty to Apple prod­ucts, the think­ing goes — which means that the store exists to imprint a brand impres­sion on vis­i­tors even more than it exists to extract money from them. “The own­er­ship expe­ri­ence is more impor­tant than a sale,” Gallo notes. Which means that the store — and every sin­gle detail cre­at­ing the expe­ri­ence of it — are opti­mized for cus­tomers’ per­sonal indul­gence. Apple wants you to touch stuff, to play with it, to make it your own. Its note­book com­put­ers are tilted at just the right angle to beckon you to their screens — and, more impor­tantly, to their keyboards.

When Apple do it right, they do it perfectly.

via Kot­tke