Apple has built a successful retail store business that is based on giving customers a unique and positive experience whenever they enter the store. Carmine Gallo describes how other businesses can take advantage of the Soul of Apple to develop service strategies that will make them more profitable by considering every aspect of their customers and their needs.

In discussing what he found in researching for the book, Gallo reviews how Apple's retail vision is a vital part of all aspects of the company's hiring and training process, so that motivated employees can transfer their enthusiasm for Apple products to customers. He believes that Apple's retail experience can be used by any business to better develop a positive presence for the customer.