Tim Cook himself would welcome you to the Apple Store in Palo Alto

If you went to the Apple Store in Palo Alto yesterday to pick up a new iPhone XS or XS Max, you might have been surprised. Upon entering, you would be greeted by Apple CEO Tim Cook himself. He appeared in the store on the occasion of the start of sales of new phones. However, it was not the first time, Cook had already appeared in the same store in the past.

Dressed like other employees at the Apple Store in Palo Alto, a city near Cupertino, Cook waited behind a glass door just before sales of the newly introduced iPhone XS and XS Max and the Apple Watch Series 4 began. Then he and other employees began clapping and counting down the seconds until the start of sales and subsequently welcomed the first customer. He shook hands with other visitors, exchanged a few words or took a selfie with them.

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Photo: CNBC

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Photo: CNBC

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Photo: CNBC

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Tim Cook and Eddy Cue at the iPhone 6 launch in Palo Alto | Photo: AppleInsider.com reader Benjamin

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Tim Cook at the iPhone 6 launch in Palo Alto | Photo: Martyn Williams

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Phil Schiller and Eddy Cue at the Stanford Apple Store in September 2013 | Photo:

However, this was not a premiere for Tim Cook. He appeared in the same store, for example, in September 2013 at the start of sales of the iPhone 5S and 5C or a year later with the launch of the iPhone 6. In addition to the CEO, other members of the Cupertino company's management also appear in public from time to time. Four years ago, it was Eddy Cue, for example, who appeared in the Apple Store at the start of sales.

Apple is famous for its die-hard fans who don't hesitate to camp outside an Apple Store to be the first to get the latest model. Therefore, in all apple stores, the opening is accompanied by a certain ceremonial ritual, which makes the purchase of a new device an even greater experience. But mostly without Tim Cook.

Photo: CNBC

Discussion of the article

[Jan Cernik]

It's nice when a general comes among ordinary people :-)

Too bad we don't have an Apple Store here either. 14 days ago I visited one in China (there were even 7 within a 3km radius) and it was very refreshing that, just like everywhere else in the world, a lady took care of me almost immediately and tried to accommodate me as much as possible. Because I don't have AirPods yet, I showed interest and was immediately offered a separate room to try them on.