I have walked past this store dozens of times while shopping at Trader Joe’s and never knew what it was. I stopped in once to get a cell phone battery which theydidn’t have and never went back. However when I was shopping for an I Phone, I went back and I am very glad I did! No one else seems to know what this store is about either as there are never more than three customers there at a time. With a staff of 2 – 3, there is never more than a few minutes wait. Unlike the dreaded, overcrowded AT&T store and the even more crowded, noisy Apple store, this is a great place to get personal attention. I was particularly impressed with Brian – a really knowledgeable, kind, helpful associate. I have watched him patiently help non-techie people like myself choose and set up their I Phones. I bought my I phone there this weekend, got it all set up in no time and was told I could stop in any time and get help in using it. I highly recommend this place. Oh, and Brian told me about a $ 50 off gift card and suggested I wait until the time I could apply it to my purchase, which I REALLY appreciated.