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Edition: U.S. Article Comments (2) Save Email Print Reprints Most Popular Most Shared Sex infection gonorrhea risks becoming "superbug" 29 Mar 2010 Obama to sign new student aid initiative 7:29am EDT NASA to help on Toyota probe 7:06am EDT Sex virus blamed for rise in head and neck cancers 26 Mar 2010 Man arrested for threatening Rep. Eric Cantor 29 Mar 2010 Obama to sign new student aid initiative 7:29am EDT Sex infection gonorrhea risks becoming "superbug" 29 Mar 2010 Small, dark Easter eggs may be good for your heart 9:44am EDT Sex virus blamed for rise in head and neck cancers 26 Mar 2010 Mini-Big Bangs created in cosmos origins project | Video 2:39pm EDT special report Inside a global cybercrime ring It was a full-fledged company with an HR department, call center and company parties. Employees cranked out code at a frenzied pace. The product? Computer viruses. Full Article Law would single out cybercrime havens Authorities lobby for ICANN changes E-crime reporting closer to a standard Want to see the iPad? So do Apple store employees Gabriel Madway and Ian Sherr SAN FRANCISCO Tue Mar 30, 2010 1:53pm EDT Related News Apple may be working on iPhone for Verizon: report 6:11am EDT Apple may be working on iPhone for Verizon: report Mon, Mar 29 2010 iPad to hit stores Saturday as consumer test begins Mon, Mar 29 2010 Latest iPad orders won't ship until April 12 Sun, Mar 28 2010 New iPad orders won't ship until April 12 Sun, Mar 28 2010 Typing is demonstrated on the new Apple ''iPad'' during the launch of the tablet computing device in San Francisco, California, January 27, 2010. Credit: Reuters/Kimberly White SAN FRANCISCO (Reuters) - As Apple Inc gears up for the crush of customers expected for Saturday's iPad launch, employees who staff its retail stores are just as curious about the tablet as the fans who will line up outside. Technology | Media Apple store workers say they have yet to see or touch the iPad, even though the launch is just days away and they are being trained and encouraged to talk about Apple's newest device with customers. "We haven't seen it; we never do" before a product is launched, said one employee, who asked not to be identified because workers are barred from speaking with the media. "Every store employee I know, including the managers, they haven't seen it." With its notoriously secretive corporate culture, Apple is loathe to circulate any iPads among retail troops ahead of the debut. Even in-store Apple repair techs -- known as "geniuses" -- don't yet know how to fix the gadget. Since the iPhone launch in June 2007, Apple product releases have played out like concert tours, with fans sleeping in lines overnight and blanket media coverage that generates plenty of free advertising. But amidst all the hype, the company's ethos of secrecy extends from its corporate perch in Cupertino, California, to its component suppliers and its network of more than 200 U.S. stores. "We did not see or hold an iPhone until an hour before it went on sale," said a former Apple store employee. "We didn't know much more about it than people asking us." Major products are usually unveiled by Chief Executive Steve Jobs at special media events, and most retail employees are kept in the dark until the devices are publicly available. "There was really no word on anything," said another former store worker of the iPhone launch. "We saw a video of the keynote, and that was basically all you knew." GUARDS AND DECOYS The iPad is Apple's most significant product launch since the iPhone. Starting at $499, analysts estimate Apple could sell from 850,000 to 1.2 million units of the 9.7-inch touchscreen tablet in the April-June quarter. Apple's U.S. stores will open at 9 a.m. on Saturday but the company has provided few details about the launch. If the iPhone debut is any guideline, Apple will have guards and decoys in place to hold the iPad's secrets. At one store, Apple arranged to have two pallets arrive the day before the iPhone launch, placing one in the manager's office and the other in the stock room, both under the watchful eye of security cameras. Staff said one was filled with iPhones and the other was a decoy to discourage nosy employees. A former assistant manager at an Apple store was ordered to remain at work all night before the iPhone launch, and given strict directions that only managers were allowed to see the smartphone, right up until just before they went on sale. "We were told to stay overnight to guard them, to make sure nobody broke in and got to them. It was all a bit insane, but it wasn't really surprising at the time," he said. "It did put me off a little, but then you would read about something being leaked and you realize why they did it." Retail employees are in many ways the public face of Apple, charged with spreading the gospel about the company's products to tens of millions of shoppers every year. Store staff, including part-time workers, have to sign nondisclosure agreements and can be fired for talking to outsiders. They are paid around $10 an hour for entry-level work to over $30 a hour for those who staff the "Genius Bars" where customers come looking for help. Tech savviness is not necessarily the top priority when it comes to hiring, according to the former assistant manager. He said there was a running joke about "Gapple" because his store often mined The Gap casual wear retail chain for potential employees. "We looked for people who were passionate about Apple, people who would be comfortable selling the product," he said. Employees get a 25 percent discount on iPods and Macs, but none for the iPhone. Employees said they have not yet been told whether they will get a discount for the iPad. One of the former employees said Apple stores were a fun, upbeat place to work, despite the strictness over secrecy. "I understand why they do it. They give you just a little bit of a peek, just to tease you," he said. "It drives people crazy but at the same time it generates all this interest. It's human nature." (Reporting by Gabriel Madway and Ian Sherr; Editing by Tiffany Wu and Richard Chang) Technology Media Comments See All Comments (2) | Post Comment Mar 30, 2010 2:17pm EDT people are crazy about the Apple products – look at this guy camping out at his own house to be first in line… http://planetipad.com/ye9 planetMitch Report As Abusive Mar 30, 2010 4:39pm EDT People will do anything to fit in Fleetfox Report As Abusive See All Comments (2) Add a Comment More from Reuters Ireland hits banks with hefty penalty, to inject billions DUBLIN (Reuters) - Ireland hit its banks with a hefty penalty to take on bad debt and said lenders needed at least 22 billion euros ($30 billion) in extra funds to help them ride out a property collapse that was worse than feared. Supreme Court hands victory to mutual fund industry Final suspect in raid on U.S. militia group arraigned | Video Chrysler on track to break-even in 2010 Google says China's "great firewall" blocked search G20 sounds warning note over new bank rules » More Top News A toast to mini-Big Bangs Physicists have succeeded in smashing sub-atomic particles into each other with record energy, creating mini-Big Bangs like the explosion that gave birth to the universe. Full Article | Slideshow What is the Big Bang? Major events for CERN, particle physics Science Special Report: Your DNA and the cancer fight A gene test that may be only two years away could warn doctors that they missed something. It's just one tantalizing glimpse of what’s ahead as Reuters delves into the state of genomics. Full Article | Video Factbox: Companies ride genome wave Factbox: Diagnostic tests get personal Healthcare © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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