Apple is leveraging the use of personal identification across its products and services. Just yesterday, the company stressed this point by introducing the Touch ID fingerprint sensor which now replaces passcodes.
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Today, Apple expands the catharsis to is Genius Bar. Specifically, the company now requires those who are booking for Genius Bar appoinments to sign in with their respective Apple IDs.
A quick visit to Apple's Genius Bar appointment page will show you the sign in section prompting the visitor to inpuit his or her Apple ID and password.
The move is very smart. One, it would ensure that those who book appointments will show up. Two: it would allow "Geniuses" to better serve customers since they can now access previous purchases and appointments.