Apple: Leading the Way in Enlightened ‘Corporate Empathy’?

A recent article by Gizmodo journalist Sam Biddle pointed out the emphasis on empathy in the training of Apple’s Genius staff. Whilst we can look at the sales of the most successful company in the world and point to the fact that empathy-training works, this issue brings up another question of how far ‘walking a mile in someone else’s shoes’ should extend in a corporate or retail environment.


Can it truly be said that Apple has managed to cultivate a culture of empathy? Or is it a case of simply using the language of empathy as a form of “nice wash” to guide a happy customer to a cash register?


Anna Reeves
Filmmaker; Creator/Producer,
Stand in My Shoes