Apple is reportedly accelerating plans to remodel more of its retail stores around the world, bringing redesigned Genius Bars, dedicated online pickup areas and changes to Today at Apple spaces to more locations over the coming years.
According to Mark Gurman at Bloomberg, Apple intends to become more selective about opening stores in new locations while increasing the pace at which existing stores are renovated.
The plans are said to center on several parts of the Apple Store experience, including the return of more prominent Genius Bars and a rethink of the Avenue areas running along the walls of many stores.
Dedicated Apple Pickup areas for customers collecting online orders are expected to be incorporated into new wooden Avenue bays. The design reportedly includes secure drawers for orders and a table where Apple Store employees can hand products to customers.
Today at Apple could receive a similar treatment, with dedicated bays containing equipment storage, a fixed table for instructors and seating for customers attending sessions.
One of the more noticeable changes could be the removal of the large video walls that became a defining feature of Apple’s previous-generation retail design. In many locations, the space would reportedly be repurposed for a more traditional Genius Bar.
The redesigned Genius Bars are expected to use wood finishes and counters at different heights to improve accessibility, with storage and product imagery positioned behind employees.
Apple has already experimented with elements of the approach. The company brought back a dedicated Genius Bar when it redesigned its historic Tysons Corner store in 2023, the location where Apple’s first retail store opened in 2001.
The shift is also visible in newer and recently remodeled UK stores. Apple’s relocated Trafford Centre store features an integrated Genius Bar and Apple Pickup area, while the recently redesigned Apple Lakeside includes dedicated areas for both services.
The reported strategy represents a notable evolution of Apple’s retail design. Large Forum video walls and open spaces became central to the company’s stores as Today at Apple expanded, but the latest approach appears to place greater emphasis on practical services including technical support and order collection.
Changes are also reportedly planned behind the scenes, including updated employee break rooms and other back-of-house areas.
Apple is said to have tested elements of the new design internationally before deciding to accelerate the rollout across its retail network. The changes are expected to reach more stores globally over the next several years as locations are renovated.