Apple planning three major changes for its retail stores, report says

Apple is reportedly preparing three major changes for its retail stores as it accelerates a broader renovation program, including the return of dedicated Genius Bars, redesigned Avenue areas and the removal of the large video walls found in many locations.

According to Bloomberg’s Mark Gurman, Apple plans to bring the refreshed approach to newly opened and upgraded stores over the coming years, following testing of the concepts at a smaller number of locations around the world.

The most recognizable change will be the return of a dedicated Genius Bar. Apple moved away from the traditional standalone Genius Bar as it introduced its newer retail design, but the company is now reportedly planning an updated all-wood version with two counter heights for improved accessibility, storage and product artwork behind the support area.

Apple is also expected to rethink the Avenue areas running along the sides of its stores. New sections will be dedicated to Apple Pickup and Today at Apple, moving functions that can currently occupy larger areas of the sales floor into purpose-built bays.

The pickup section will reportedly include secure drawers for online orders and a table where employees can hand purchases to customers. Apple has already introduced dedicated pickup areas at a number of newer and remodeled stores, including the recently redesigned Apple Lakeside store in the UK.

Today at Apple will receive its own Avenue bay with a large display, storage for devices used during sessions and a fixed table for instructors. The move would allow Apple to continue offering its free in-store sessions while using less of the main sales floor.

The third major change involves Apple’s large video walls. Introduced as a centerpiece of the retail design developed during Angela Ahrendts’ time leading Apple Retail, the displays have been used for Today at Apple sessions, product demonstrations and promotional content.

Bloomberg reports that Apple intends to move away from the giant screens in many remodeled stores, with the renewed Genius Bar taking their place. The change points to a greater focus on practical retail functions including support, order collection and customer service.

Some elements of the strategy are already visible. Apple’s relocated Trafford Centre store opened with an integrated Genius Bar and Apple Pickup area, while newer international stores have also adopted redesigned support and collection spaces.

The changes will reportedly be introduced gradually as Apple renovates existing stores and opens new locations, rather than through an immediate overhaul of its entire retail network.