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Interviewing for the expert position is said to start this week at the company's retail outlets, and Apple plans to debut the new personnel in about two weeks. Originally, the "expert" title was only available to current Apple Store employees who sought a promotion within the company, according to AppleInsider.
The article says that Apple has referred to the experts as "Family Room expertise out in the Red Zone." The "Family Room" at an Apple Store is known to customers as the Genius Bar. The "Red Zone" equates to the sales floor. You can read the entire report here.