As you may know, Apple is a company with stores ubicated worldwide. But there's also a telephone number and a chat option in the website (where I work). Did you ever think about the differences about the two services and where they're located?
Apple is actually in Ireland (an unknown fact for a lot of people), where one of the customer service centers is located, in Gork. But there are two more offices in Barcelona and Berlin.
The service and goals are the same everywhere: Give the customer the best experience and sell as many products as possible. But Apple doesn't treat the store workers equal to the office workers, although people from the store sometimes reach people from the office to solve some doubts.
I've never worked in a store, I just work at the Chat Service, but the first thing they told me when I began to work here is that we cannot tell that we work at Apple and that we just get a 7% discount on products compared to the 40% the retail store workers get.
That made me wonder why the Cust Service gets such a different treatment compared to the Retail Store. Because it's not only the discount, they also get paid more (about 500 €). Both of the services get a specific training to know all about Apple to be able to sell and advise the customers, but the one's behind a phone or a screen are treated like less, when we do exactly the same job.
Apple would probably treat them as equal if people like me and my colleagues worked directly for them, but since our employer is Sellbytel, everything works different.

