The Apple store is a famous technology that amerces their customers into the wonders of their products and technology but also giving off a sense of peace and tranquility. The store is architecturally designed to bring the customer into the world of technology and embrace the future. The Apple store accomplishes this through the simplicity of their store. On the outside of the Apple store, located in the North Shore mall, The store has a solid black border around it with two giant glass windows of either side of the entrance. Right next to the entrance into the store is a bright logo of the apple on both sides. The clear glass walls on the outside allows all the people from outside to be able to look into the store and sometimes even be drawn to going inside. When first walking into the store, the first thing I noticed was how well lite the store was. The store had bright ceiling lights that ran across the whole store and different light that would shine onto their products which allows them to stand out better from the rest of the store. The store is also very simple with their designs inside. The floor was a shiny hardwood that seemed to be brand new and the walls were a plain beige color. Most of the walls were filled with shelves of their products or screens that showed off their newest products. The walls were not crowded but each shelf was packed with either ipods, ipads, laptops or iphones. The only thing else in the store, besides the people, were five long white tables. Four of these tables had the products displayed on them and allowed customers to walk right up to them and interact and use any product. The last table was in the back, going horizontally, which had four cash registers and workers behind them. The customers inside a door are almost entirely on a product of some kind. Inside the store, customers surround the product tables to either use them or talk to an employee about them. When you walk into the Apple store you are also immediately hit with a bunch of noise. Most of the noise is coming from either customers asking questions about a certain item or the Apple employees or geniuses explain a product. You can also faintly hear the sounds of customers playing with the products. You can hear people typing away on a laptop and people playing mini games on the iphones.

The customers inside the store come from different backgrounds and have nothing in common besides the store itself. When I first walked into the store there were about twenty customers already in there. The customers ranged from young children who enjoyed playing games on the devices to somewhat elders who are looking for a new phone. The customers never seemed upset inside the store, even if they had to wait for the Apple geniuses. the customers seemed to enjoy coming into the store even if they did not purchase an item. When I waited outside the store I saw roughly eighty people walk in and out of the store. Out of those eighty some people I had only counted eleven customers who bought an item at the store. I also noticed that most of the people who went inside the store were part of a younger generation but there was a handful of elders who went inside. The employees inside the store were also mainly in the lower age group. The oldest employee I saw was roughly in his forties. When I originally went inside the store I talked to an employee about getting a new laptop. the employee who helped me was named Melissa and was a pretty young woman who was in her early twenties. Melissa had curly brown hair that went down to her shoulders  and wore black bordered glasses. She was also wearing the apple-watch and before she came to help me she was showing it off to different customers.  She talked kind of fast and and smiled after almost every sentence. She was a very patient employee and answered all my questions about the product. She did try to push me on buying the laptop but after I told her I had no money on me she backed off but still continued to answer all my questions.

The customers inside of the Apple store were all different and it was difficult to observe each individual customer but there were a handful of customers that stood out during my observation. The first customer I observed intensely was a young women with her two children. The woman was about thirty years old and her two young boys were around the ages of eight and ten. My attention was drawn to the family because of the children running around the store and misbehaving. the woman was wearing a light blue-fuzzy north-face jacket and wearing black leggings and also had running shoes on. The young woman was also very well in shape and looked like she was a runner. Her boys were both wearing puffy winter coats. The oldest son had a red coat on with a star wars t-shirt underneath and also wore a solid blue beanie hat. He was running around with navy blue jogger pants on. The younger son had blonde hair like his mother but was much paler than both his mother and brother. He had a black coat but was not wearing it. He was wearing a red Spider Man t-shirt and he had blue jeans on and had light up shoes that kept going off every time he stepped onto the ground. The two boys were running around just chasing each other and would only stop momentarily when the mother scolded them or they saw an electronic device they wanted to use. The mother couldn’t control her boys because she was distracted by talking to an employee, named Michael, on purchasing an iwatch. Michael was in his mid-twenties and had short black hear and a thick beard. The lady was very interested in purchasing the iwatch for her husband. She kept asking about the features of the watch and was very concern with what color it came in. Michael demonstrated all the features of the iwatch for about twenty minutes and seemed to be happy to show it off. After about another ten minutes of discussing colors, the woman decides to back off on purchasing the item. She called for her two boys but only the oldest came to her side. She had to go grab her younger son who was playing a game on an ipad. When she pulled her son away from the game, the child got very upset and started crying and screamed and got all red in the face. She had to almost drag her son out of the store  and had her head down with a feeling of being ashamed.

The next customer I paid attention to was a young man who walked into the store to try to get his phone fixed. The guy was in his early twenties but was already bald and had a beard. He was wearing a red and blue polo shirt and had a black coat with him. He was a short guy, maybe an inch or two over five feet. The man walked laps around the store waiting for an employee to help him. After five minutes of waiting an employee finally was able to help him out. The employee was another young woman but she was short and bigger in size compared to the other employees. She was talking to the young man for about five to ten minutes before he started to raise his voice at her. I believe the conversation was that the man needed her to file a form stating that his phone needs to be fixed and its malfunctioning but she wouldn’t do it until his phone company would validate that his phone was not having a problem on their side. The two kept repeating their points until he finally called up the phone company. It took a long time before he was able to talk to someone at his phone provider company and when he finally did  he immediately handed the phone off to the woman. The woman was on the phone with the company for a long time and I had to leave before I was able to see what finally happened. However, during the entire phone call both the man and the employee kept getting more annoyed and angry the longer they were their but the man did not leave because he knew how important his phone is.

During my fieldwork I saw a lot more people than I anticipated. During the few hours I spent inside and outside the store, I observed a vast variety of customers and employees. These people were drawn to the store just to see and test out the latest devices. The Apple store is the perfect representation the impact of technology on society. The store brought all these different people together because of technology. It shows how important technology has become since people will take time out of their day to simply look at the newest devices. The Apple store has designed to bring people throughout all paths of life together for the common love and need of technology