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

Apple is preparing major changes to its retail stores, according to a new report from Bloomberg. The most striking shift involves bringing back the iconic dedicated Genius Bars that defined the company's retail experience for years. Mark Gurman revealed the full scope of these renovations in the latest edition of his Power On newsletter.

The company plans to accelerate the pace of store renovations over the coming years. This accelerated timeline will introduce three major changes across renovated locations worldwide. Each change targets a different aspect of the current store layout, from accessory displays to service counters.

Overview of the Three Major Changes

Apple's retail strategy is pivoting toward more traditional and practical retail, service and fulfillment functions. The redesigned stores will prioritize efficiency and customer service over the open, minimalist aesthetics of recent years. These changes reflect Apple's response to shifting shopping behaviors and operational needs.

The three major changes focus on the Avenue sections, the video walls, and the Genius Bar format. Together, they represent the most significant retail redesign since the introduction of the Genius Grove more than a decade ago. Each element has been reimagined to improve both customer experience and employee workflow.

Revamped Avenue Sections with Dedicated Bays

The Avenue sections — the areas alongside Apple Stores where accessories and Apple services are promoted — will receive a complete overhaul. Apple plans to add two new Avenue sections dedicated to online pickups and Today at Apple sessions. Currently, most stores feature a dedicated pickup table and a large seating area for workshops.

Those functions will move to the sides of stores within 10-foot sections known internally as bays. This reallocation of space frees up the central floor area for product displays and customer movement. The bays create a more organized, purpose-driven layout.

The online pickup bay will be constructed entirely from wood, giving it a warm, premium feel. The upper half features a subtle Apple logo, while the lower portion contains secure drawers for storing pickup orders. A table in front provides employees with a dedicated space to manage the handoff process efficiently.

The Today at Apple bay will include a large display for instructional content and demonstrations. It also features secure drawers where instructors can store devices and equipment during workshops. This dedicated space ensures that educational sessions have all necessary tools within reach.

Removal of Giant Video Walls

The giant video walls located at the back of most Apple Stores are being eliminated as part of this redesign. These video walls have served dual purposes: hosting Today at Apple sessions and displaying marketing content. Apple has decided that these installations no longer justify their footprint in the store.

In many stores, the video walls will be replaced by dedicated Genius Bars. This swap marks a significant spatial reallocation, moving from a passive display surface to an active service area. The removal creates room for more functional elements that directly serve customer needs.

The decision to ditch video walls reflects a broader trend toward practical retail spaces. Apple appears to be prioritizing service capacity over visual spectacle. This aligns with the company's stated goal of realigning stores toward traditional retail functions.

Return of the Dedicated Genius Bar

The dedicated Genius Bar is making a comeback after more than a decade of the Genius Grove format. Apple moved away from the Genius Bar design in favor of the Genius Grove over ten years ago, but the new plan reverses that decision. The Genius Bar will return as a permanent, prominent fixture in renovated stores.

The new design resembles the Genius Bars of the past but features an all-wood look for a more natural, sophisticated appearance. There will be two counter heights to ensure accessibility for all customers, including those in wheelchairs or with mobility challenges. This inclusive design consideration reflects Apple's commitment to serving every customer.

The wall behind the Genius Bar will include storage drawers for technicians and staff, keeping tools and parts organized and out of sight. Large posters highlighting new products will adorn the wall, serving as both decoration and marketing. This combination of form and function creates a dedicated service hub within the store.

Design Details and Materials

The wood construction of the new bays and Genius Bars represents a departure from the metal and glass aesthetics of current stores. Wood brings warmth and a sense of craftsmanship to the retail environment. It also complements the premium positioning of Apple's products.

The subtle Apple logo on the pickup bay's upper half maintains brand presence without being overtly promotional. The secure drawers throughout the design prioritize safety and organization for both products and customer orders. These details demonstrate careful attention to operational needs.

The two counter heights at the Genius Bar address ergonomic and accessibility concerns simultaneously. This dual-height approach ensures that customers of all statures and abilities can interact comfortably with staff. It's a small but meaningful improvement over previous designs.

Strategic Rationale and Timeline

Apple's goal is to realign its stores to focus on more traditional and practical retail, service and fulfillment functions. This strategy acknowledges that modern retail must handle growing online pickup volumes and service demands. The changes position Apple Stores as efficient service hubs rather than just showrooms.

The company plans to accelerate the renovation pace in the coming years, suggesting a rapid rollout across its global store fleet. While no specific timeline has been announced, the scale of changes indicates a multi-year program. Customers can expect to see these redesigns appear incrementally as stores undergo scheduled renovations.

Current Store Experience Assessment

The current Apple Store experience has evolved significantly since the original Genius Bar era. Today's stores feature open layouts with the Genius Grove replacing the traditional bar setup. The video walls dominate the back of stores, serving as focal points for events and announcements.

Customer feedback on the current design has been mixed. Some appreciate the open, airy feel, while others miss the dedicated, visible service counter of the past. The new design aims to strike a balance between modern aesthetics and practical service functionality.

Implications for Apple Customers

For customers, the return of the dedicated Genius Bar means a more recognizable and accessible service point. The online pickup bays will streamline the increasingly popular click-and-collect purchasing method. The Today at Apple bays provide dedicated spaces for workshops without disrupting the main shopping flow.

The wood construction and accessible counter heights signal Apple's attention to both aesthetics and inclusivity. The secure storage drawers ensure that orders and devices remain protected during handling. These improvements should reduce wait times and enhance the overall service experience.

Broader Retail Trends

Apple's redesign aligns with broader retail industry trends toward omnichannel fulfillment and service integration. As online shopping continues to grow, physical stores must adapt to handle pickups, returns, and services. Apple's new layout directly addresses these emerging demands.

The removal of video walls suggests a shift away from theatrical marketing toward practical utility. This mirrors a wider retail movement away from large-format displays in favor of flexible, multi-use spaces. Apple's changes position its stores for the next decade of retail evolution.

What Changes Mean for Employees

The redesigned stores will change how Apple employees work on a daily basis. The dedicated Genius Bar provides a structured environment for technical support and repairs. The online pickup bay offers a focused area for handling order handoffs without interruptions.

The Today at Apple bay with its large display and secure drawers gives instructors a proper classroom-like setting. These dedicated spaces should improve workflow efficiency and reduce clutter in shared areas. Employees will likely benefit from clearer role definitions and better-organized tools.

Timeline for Rollout

While Apple has not published a specific schedule, the accelerated renovation pace suggests a multi-year program across its global store network. Customers should expect to see the new design elements appearing in stages as individual stores undergo updates. Flagship locations may receive priority treatment, with regional stores following in succession.

The Bloomberg report indicates that Apple views these changes as urgent enough to warrant faster renovation cycles. This urgency likely stems from changing customer expectations and operational pressures. The retail transformation represents a significant investment in Apple's physical presence.

Comparison with Previous Designs

The original Genius Bar introduced in 2001 was a minimalist counter with bar stools, resembling an actual bar. The Genius Grove, introduced later, replaced the bar with open tables and trees, creating a more casual setting. The new design returns to the dedicated bar concept but with modern materials and accessibility improvements.

The wood construction distinguishes the new design from both the original metal-and-glass bar and the Grove's mixed materials. The secure drawers and storage walls add a functional dimension absent from earlier designs. This evolution reflects lessons learned from over two decades of retail operations.

Final Thoughts on the Redesign

Apple's retail overhaul represents a pragmatic response to the realities of modern commerce. The dedicated Genius Bars, online pickup bays, and Today at Apple bays address specific operational needs. The removal of video walls frees up valuable floor space for more practical uses.

The all-wood aesthetic and two counter heights demonstrate attention to both beauty and function. These changes should create a more efficient, welcoming, and accessible retail environment. Apple appears committed to evolving its stores to meet the demands of the next generation of customers.