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Apple planning three major changes for its retail stores, per report
Apple is preparing “major changes” to its retail stores, according to a new report from Bloomberg. Perhaps most notably, the changes include bringing back the iconic dedicated Genius Bars.
In the latest edition of his Power On newsletter, Mark Gurman has all the details of these changes. He says Apple plans to “accelerate” the pace at which it renovates retail stores in the coming years. As part of this, there are “three major changes” set for the renovated stores.
First, Apple plans to revamp the “Avenue” sections in its retail stores, the areas alongside Apple Stores where accessories and Apple services are promoted.
Gurman explains that Apple plans to add two new Avenue sections dedicated to online pickups and Today at Apple sessions.
Right now, many stores have a dedicated pickup table and a large seating area for the Today at Apple workshops. Those functions will move to the sides of stores within 10-foot sections known internally as bays.
The Avenue bay for online pickups will be constructed entirely from wood. The upper half will feature a subtle Apple logo, while the lower portion will contain secure drawers for storing pickup orders. A table in front will give employees a place to manage the handoff process.
The dedicated Today at Apple bay will include a large display, as well as secure drawers where instructors can store devices.
The next major change is the “removal of the giant video walls” located at the back of most stores. These video walls are used for Today at Apple sessions and marketing, but Apple plans to ditch them as part of this revamp.
The third change is a return to “dedicated Genius Bars,” Gurman says. Apple moved away from the Genius Bar design in favor of the “Genius Grove” more than a decade ago.
In many stores, Apple will replace the video walls with dedicated Genius Bars, marking a return to a familiar element from an earlier era.