Abstract:
Apple is preparing for a large-scale retail store renovation plan in recent years, and will accelerate the renovation of Apple Stores around the world in the next few years. According to the information disclosed so far, Apple plans to re-adjust the internal layout of its stores, eliminate the huge video walls in many stores, reintroduce independent Genius Bars, and set up dedicated areas for online order pickup and Today at Apple courses.
One of the core elements of this adjustment is that Apple will gradually remove the large video walls that have become the iconic elements of many Apple Stores in recent years. The giant screens were originally part of a retail concept driven by former Apple retail chief Angela Ahrendts. At that time, Apple hoped that stores would no longer just be stores selling products, but become places similar to public activity spaces, where consumers could experience products, participate in courses, communicate and relax.
Now Apple seems to be recalibrating this philosophy. The new store design places more emphasis on service, product delivery and daily shopping needs, rather than creating a public space atmosphere through giant displays. After the video wall is removed, the original space will be reused, with a significant portion of it being used for the construction of a new wooden Genius Bar.
The new Genius Bar design will be significantly different from the open Genius Grove currently used in many Apple Stores. The new design is closer to Apple's traditional genius bar in the past, including wooden decorations, service desks of different heights and a large number of storage drawers at the rear, while large product pictures will be added to the wall.
Among them, the service desk will be set at two different heights to facilitate the use of consumers of different heights and mobility difficulties. The rear storage area can be used to store maintenance equipment and other items. The overall design hopes to improve the actual service efficiency while maintaining the visual style of Apple retail stores.
At the same time, Apple is also preparing to re-plan the "Avenue" on both sides of the store. This is Apple’s name for the display areas on both sides of the new store, which are currently mainly used to display accessories and various services. In the future, multiple smaller specialized areas will be added here, which are what Apple calls "bays" internally.
The online order pickup area will have a separate space. According to the current design plan, this area will be about 10 feet wide, which is about 3 meters, and will use a complete wooden structure. The Apple logo will be integrated into the top in a very low-key way, and the bottom will be equipped with a lockable drawer to store products ordered by consumers online.
The staff will complete the handover with the customer at the counter in front of the pickup area. In this way, consumers no longer have to share the same counter with other services when picking up orders, and it can also reduce mutual interference between order picking up and other store operations.
The Today at Apple course will also get its own area. Its overall design is similar to that of the pickup area. It also uses a wooden structure. There is a large TV-like display screen above and drawers for storing iPads, MacBooks and other teaching equipment below.
The course area will also be equipped with a fixed lecturer's desk and nearby stools, giving Today at Apple a more clear and independent teaching space. In the past, order pickup and Today at Apple events often required shared counters and seating areas, but the new design separates the two completely.
Apple wants these new additions to look like they were part of the store's original design, rather than the result of a forced remodel later to add functionality. Therefore, whether it is the new Genius Bar or the Avenue area, the overall materials, structure and visual language will remain consistent with the original design of the store.
This adjustment does not mean that Apple has completely rejected the retail concept of Angela Ahrendts. In fact, the Apple Store transformation led by Ahrendts once had a very profound impact on Apple's retail business. At that time, Apple gradually eliminated the obvious sales counters in traditional stores, placed products on open desktops, and used large video walls, Today at Apple courses, and public event spaces to make Apple Stores a place where consumers could stay for a long time.
But as Apple's retail business enters a new stage, the company obviously believes that stores need to re-emphasize actual service capabilities. Especially as Apple product sales are increasingly completed through online channels, the important role of physical stores has gradually shifted from simply selling products to product experience, repairs, technical support and online order delivery.
At present, some Apple stores have begun to adopt some of the design elements in this renovation. In the next few years, with the opening of new stores and renovation of old stores, this more complete design plan is expected to be gradually promoted to more Apple Stores around the world.
While Apple is redesigning its retail stores this time, it is also further increasing its requirements for store employees’ work discipline. According to reports, Apple has tightened its code of conduct for employees during pre-store meetings, requiring employees to stay more strictly standing, put away their phones and drinks, and stay focused.
When the store officially opens its doors to welcome customers, employees are also required to welcome the first batch of consumers in a more unified manner. According to the new arrangement, the actual opening time of the store will be about 5 minutes earlier than the store's announced business hours. All employees on duty need to applaud and welcome the first batch of customers when they enter the store.
Although such detailed adjustments may not seem conspicuous compared to store decoration, they also reflect Apple's renewed emphasis on the physical retail experience. As Apple Stores shift from their past emphasis on open space and community atmosphere to service, pickup and shopping efficiency, the way employees interact with consumers may also change.
Judging from the renovation cases that have appeared so far, Apple will not complete the redesign of all stores at once in a short period of time, but will gradually advance with the construction and renovation of stores. In the next few years, Apple Stores in different regions around the world may gradually emerge with new layouts without huge video walls, with independent Genius Bars and dedicated pickup areas.
If this plan is finally fully implemented, the giant Apple Store video wall that has accompanied consumers for many years will gradually withdraw from the stage of history. It will be replaced by more service spaces with actual functions, which also means that Apple's physical retail strategy is shifting from "making stores into urban public spaces" to "making stores into efficient product and service centers."
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