Apple is launching a major renovation plan for its global retail stores, shifting focus from public space concepts to service efficiency. The company will remove the signature large video walls introduced under former retail chief Angela Ahrendts, repurposing that space for new functional areas.
A key feature of the redesign is the return of the dedicated Genius Bar. These will be constructed with wood, featuring counters at two different heights for accessibility and integrated storage drawers. This move aims to improve technical support workflows compared to the previous open-plan Genius Grove layouts.
The company is also reconfiguring the 'Avenue' display areas by adding specialized 'bay' sections. This includes a dedicated 3-meter-wide wooden space for online order pickups, equipped with secure storage drawers to separate delivery logistics from other retail operations.
Today at Apple sessions will now take place in independent zones featuring fixed instructor desks, seating, and storage for teaching devices. These changes ensure that educational activities and order pickups no longer compete for the same counter space or seating areas.
Beyond physical renovations, Apple is tightening employee conduct standards. Staff are now required to stand during pre-opening meetings, avoid using phones or drinks, and participate in a synchronized welcome ritual for the first customers five minutes before the official opening time.
The rollout will occur gradually over the next few years as part of new store openings and scheduled refurbishments. Apple intends for these functional additions to blend seamlessly with the existing store aesthetics, prioritizing service, repair, and delivery capabilities.
