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San Francisco Apple Store To Be Remodeled, Will Lose Theater

San Francisco Apple Store To Be Remodeled, Will Lose Theater

A report today says Apple will remodel its flagship Apple Store in San Francisco. The store, located at 1 Stockton Street, is one of Apple’s most recognizable, and features a glass staircase of the type that is now closely identified with the chain.


The store will remain open during the remodel, which the permit says will cost $1.16M. The primary purpose of the remodel will be the removal of the upstairs theater, which hosted music events and training sessions for patrons. The theater-style seating and projection wall are a classic component of the Stockton street store and the removal will change the feel of the top floor significantly. It will be replaced with a ‘multi-purpose’ area.

Theaters were never a common feature of Apple’s retail locations, seen only in larger locations that could accommodate them. As a hallmark of flagship stores, customers found them comfortable and convenient, as they sat down to listen to a lecture from an Apple Genius, or listen to a musical performance by a live band.

Apple’s new store in Barcelona, which opened just last month, has a theater in its design.

The refreshed store will also get an Express Purchase counter that has proven to be popular with customers. The counter provides a sampling of the better-selling Apple products, including the MacBook Air, iPad 2, iPhone 4, and iPod. The counter has proven to get customers in and out quickly when making purchases of these items.

  1. Tombo says:

    This is very bad news; I LOVED to sit in on the lectures and I learned a lot about the products. They also were important in getting me comfortable with buying a Mac. Losing the theater is another move towards selling, and away from teaching/learning. Is the Genius bar next? And then knowledgeable sales staff? Just another step on the road to mediocracy.

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