The iPads sit next to each display model in the packed store.

If customers need help from an associate they can request it through the iPad. The customer is placed in a virtual queue and an alert goes to associates' handheld devices telling them where to go to help.

This is the screen displayed next to the MacBook.

Exterior of Apple store in suburban Dallas-Fort Worth

Each iPad is connected to Apple's proprietary in-store information application where customers can learn more about products.

The iPads are affixed to the display tables throughout the store.