Initial contact was by phone. After general conversation, a followup call was about my skills. I was asked specific questions about hardware and software. Some were very technical, but I was prepared. After phone interviews, I was called in to the San Francisco store and after an intro to about 12 of us, I did a 1 on 1 interview inside a closed office, which I thought went well. I then did a roll-play interview with a "customer" and was evaluated on how I handled it. I did well. In the end, I did not receive a job offer. Perhaps I was over qualified or they thought I would not be a good fit with the team. I'm just speculating. Of course, they do not tell you why.