New Army Recruitment Center Based on Apple Stores

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New Army Recruitment Center Based on Apple Stores



The U.S. Army recruiting center in New York City looks like a standard office, with desks and PCs. Pictures of the newest recruits line an office wall, and posters of soldiers dominate the other side. At the far end is a doctor’s scale. And except for two friendly recruiters (one of whom is surprisingly tech-savvy), the center is empty.


The Apple Store on Fifth Avenue is white and clean, and bustling with activity. Patrons glide from station to station, playing with the iPods, checking their email at the computers. At any given moment, a dozen employees are answering questions or demonstrating their favorite tech toys. Business is brisk.


Although the Army is a branch of the military and Apple Inc. is a consumer electronics corporation, the Army likes what they see in Apple’s hands-on business model. And in August, they’ll be opening a new recruitment center based on Apple’s interactivity, which they hope will lift their flatted recruitment numbers.


According to an article in Brandweek magazine, the new recruitment center “will consist of three large simulators with full-scale mock-ups of Army equipment and wrap-around 270-degree video screens.” Potential recruits will be able to use simulators, to help them get an immersive experience of military life in action.


The location of the new center has not been released, and the U.S. Army did not respond to an interview request as of press time. But if successful, this new type of center will spread throughout the United States.


Who knows? Maybe Apple stores will have to compete for retail space with the Army.




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Nice job on the photo illustration. Whose your artist?


Roberto Baldwin

I was extra proud of this image today. Thanks for noticing!


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