The people working at Apple at very helpful. The problem is, there frequently aren't enough of them. They spend a lot of time with their customers, which is good if you're the one being helped, but bad if you're waiting. There are times I've gone in there just to buy a game, and have had a hard time finding someone to check me out.
However, when we went in to buy iPods, we were given very good service. We knew what we wanted, and they were kind enough to accept scant ID for my husband's educator ID. The discounts for students and teachers are very welcome!
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