Apple is shifting its retail strategy by slowing down the opening of new locations to focus on renovating existing Apple Store sites globally. The company plans to prioritize three specific areas within its stores: the Avenue, online order pickup zones, and the Genius Bar.
The updated store layout introduces dedicated spaces for online order collections and Today at Apple sessions, each spanning 10 feet in width. These areas will feature wooden structures, including locking drawers for storage and designated tables for staff to facilitate customer service and product delivery.
Large video walls, previously used for marketing and educational content, are being removed from many locations to make room for traditional retail infrastructure. These will be replaced by new wooden Genius Bar counters, designed with two different heights to ensure accessibility for all users.
The Genius Bar redesign incorporates storage drawers and large product posters along the walls. Apple aims to maintain a consistent visual style across all renovated stores, as demonstrated by the Tysons Corner location, which adopted a long wooden Genius Bar during its 2023 renovation.
Internal operations are also undergoing changes, with updates to employee break rooms and back-of-house facilities. New protocols for staff morning meetings have been implemented, requiring employees to stand throughout the session without using devices or drinking water, alongside a requirement to applaud the first customer of the day.
