The communication coach for the world's most admired brands.

The Apple Experience

The Apple Store has redefined the customer experience. Today Apple Retail boasts the highest profits per square foot of any retailer in the world. It has also served a model—the gold standard—for businesses across a wide variety of categories.

The Apple Experience is the first book to lift the curtain behind Apple’s stunning success in the area of customer service and to show anyone how to run any business the Apple way. Carmine Gallo, author of the international bestsellers The Presentation Secrets of Steve Jobs and The Innovation Secrets of Steve Jobs, spent years researching Apple, interviewing former Apple executives, and also interviewing the founders and leaders of other customer service champions including: Virgin, Zappos, Southwest, The Ritz-Carlton, The Four Seasons, Disney, Starbucks, BMW, and many others.

The Apple Experience is for anyone who is serious about reimagining the customer experience because, at its core, this experience is not about Apple. It’s about the soul of Apple—its people, and how they are hired, trained, and taught to create wow moments for every customer every time.


When the Walnut Hill Medical Center opened its doors in May, 2014, it was named “The Hospital Steve Jobs Would Have Built” for a good reason—it was inspired by The Apple Experience. You can read more about it in article. In its first year the hospital has achieved an astonishing 94 percent satisfaction rate. These results are well above the national average and remarkable for a newly opened hospital.
Walnut Hill is just one of many brands that have benefited from reading Carmine’s book and from inviting him to speak in person.

carmine_onstage_lewebIn his dynamic and multimedia keynote which he customizes for the audience Carmine Gallo breaks down Apple’s customer-centric model to provide an action plan with three distinct areas of focus:

Inspire your internal customer (hiring, training, and motivating employees)
Serve your external customer (customer communications)
Set the stage (design and detail)

Carmine also reveals how brands are copying elements of the Apple Store model to achieve uncommon success. Among them: Microsoft, Tesla, AT&T, Disney, American Girl, and LEGO.

See what leaders from the following companies said about Carmine’s keynote based on
The Apple Experience.

California Closets
International Dairy Deli Bakery Association
The New Car Dealers Association
CHG Healthcare, voted one of the best places to work five years in a row by Fortune Magazine.

BrightSight Group
Carmine is represented by Tom Neilssen, co-founder of the BrightSight Group. Neilssen has spent the past 25 years representing leading thought leaders and celebrities. You can view Carmine’s speaker bio on the BrightSight Group page.

Interested in booking Carmine for your next event? Send your request to Tom Neilssen or contact Gallo Communications.

Carmine Gallo explains beautifully and simply just what makes the Apple retail experience so successful. No matter what kind of business you are in, there are insanely valuable lessons in this book!

–Garr Reynolds, bestselling author of Presentation Zen and The Naked Presenter

Why can’t other retail experiences be as great as an Apple Store’s? Not only does Carmine Gallo answer that question brilliantly, but he shows how to make sure your customers never ask it about your business.

— Matthew E. May, author of In Pursuit of Elegance and The Laws of Subtraction

An exciting resource for any business owner in any country who wants to reimagine the customer experience.

— Loic Le Meur, CEO, LeWeb

This magnificent collection of insights illuminates the way for anyone who wants to create a truly great experience, whether in retail, service, or software.

— Dan Roam, author of The Back of the Napkin and Blah Blah Blah

The Apple Experience is the best book on the subject.

— Gary Allen, founder of Ifo Apple Blog


After reading The Apple Experience you will know:
— How storytelling helps Apple Store employees create wow moments for their customers.

— How every employee is taught to walk each customer through “5 steps of service” to make a sale or build loyalty.

— How Apple hires, trains and motivates people to develop rewarding, profitable, and lasting customer relationships.

— How to create a visual message map that any company can use to communicate the benefits behind a product or service.

You can purchase the book in bulk for your team or conference by ordering from 800CEORead.


Carmine interviewed by ABC news program 20/20

Apple’s Five Steps of Service for



Carmine Interview with The San Jose Mercury News

Gazing from the sidewalk at the glistening Apple Store on University Avenue in Palo Alto, communications coach and author Carmine Gallo smiles, as if he’s in on a little secret. And as the guy who studied these stores inside and out while researching his book “The Apple Experience,” he kind of is.

By spending hundreds of hours examining Apple stores firsthand, while interviewing scores of people who have studied the salesmanship honed by this iconic tech giant, Gallo gained keen insights into the company’s evolution as the most profitable per-square-foot retailer on the planet.

We met him one morning this week outside the Apple Store that opened in 2012 just down the street from what used to be Apple’s flagship location, a place that co-founder Steve Jobs would often visit. We asked Gallo to share some of his insights into Apple stores, establishments that for many rival Disneyland as the “Happiest Place on Earth.” Continue Reading…


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