Apple is planning a overhaul of its retail stores, which would do away with video walls, create new spaces for order pickup, and bring back dedicated Genius Bars, according to Bloomberg‘s Mark Gurman.
Gurman’s comments came in this week’s “Power On” newsletter, Gurman said that Apple will be speeding up store renovations over the coming years. in addition to bringing back Genius Bar and tearing out the massive video screens in many locations, Apple also plans to rework the “Avenue,” its term for the side sections of a store where accessories and services are displayed.
Two new avenue sections will be for online pickups and another for its Today at Apple hands-on sessions. The Avenue bay for online pickups will be constructed entirely from wood. While the upper half of the area will feature a subtle Apple logo, while the lower portion will contain secure drawers for storing pickup orders. A table will provide a place for employees to manage the handoff process.
The Today at Apple Avenue bay will also be made from wood, with the upper two-thirds featuring a large display that resembles an oversized TV, while the lower part will boast secure drawers where instructors can store iPads, laptops and other equipment. A fixed table for the instructor, as well as surrounding stools will complete the area.
Many stores will have their dedicated video walls replaced with dedicated Genius Bars, which will resemble the Genius Bars or yore, but sporting an all-wood look. There will be two counter heights for accessibility, while the wall behind the bar will include storage drawers and large posters highlighting new products.
The new Genius Bars and Avenue bays will be designed to look as if they had been part of the original design. Many of the store upgrades will also include remodeled back-of-house areas and employee break rooms.
Gurman also says that Apple has tightened expectations for staff during pre-opening meetings. They are more strict about employees staying on their feet and they must put away phones and drinks, and remain attentive. Once doors open to customers, every staff member on site is expected to applaud as the first shoppers enter the store.
