Apple is trialing a new “Apple Express” store format at its Burlingame store in California, which has been simplified to focus on quick pickups of online orders through a new over-the-counter experience.
As reported by 9to5Mac, the new format resembles what you would see in a bank, with customers being served through a perspex screen with a speaker system for communication at each window, with a pass-through section at each counter when collecting online orders and receiving Genius Bar support.
Marci Harris shared pictures from the new Burlingame store on Twitter.
Pretty great experience w/ new @Apple store setup in Burlingame. Folks there said it’s 1st Apple Store in the world to test “express” approach pic.twitter.com/PvW3uxyHhT
— Marci Harris (@marcidale) September 14, 2020
The “Apple Express” store concept is presumably being trialed ahead of being expanded to other stores across the globe.
The ongoing global health crisis has lead Apple to make several changes to its retail experience, including stopping in-store try-on appointments of Apple Watch and AirPods, providing staff with new Apple-designed face masks, limiting store occupancy, and more.
