Apple Stores Said to Lose Video Walls, Regain Dedicated Genius Bars
Apple is accelerating a multi‑year redesign of its global retail footprint, bringing back standalone Genius Bar stations, carving separate Today at Apple and order‑pickup bays, and removing the large video walls that have dominated many locations since the Angela Ahrendts era. The plan, detailed in Bloomberg’s Power On newsletter on 2026-09-13, promises a service‑first experience that feels built‑in rather than retrofitted.
Background
The current store concept evolved under former retail chief Angela Ahrendts, who emphasized stores as public gathering places, installing expansive video walls to showcase product videos and brand storytelling. Over time, those screens have become a visual hallmark, but internal feedback suggests they distract from core service functions. Mark Gurman reports that Apple now wants to pivot back toward a model centered on technical support, fulfillment, and everyday shopping needs.
Design Philosophy Shift
Apple’s new retail vision treats the store as a functional hub rather than a showroom. By eliminating the video walls, space can be reallocated to service‑oriented zones that blend seamlessly with the existing architecture. The redesign aims for a cohesive aesthetic where each element—Avenue bays, Genius Bar counters, and Today at Apple classrooms—appears as an original part of the store, not an afterthought. This approach aligns with Apple’s broader strategy of integrating hardware, software, and support under one roof.
Avenue Redesign
The “Avenue,” Apple’s term for the side sections that house accessories and services, will be reconfigured into distinct, compact bays roughly 10 feet wide. One bay will host order pickup, while a neighboring bay will accommodate Today at Apple sessions. Both bays feature a unified wood finish with subtle Apple branding subtly etched into the upper panel, reinforcing a premium yet understated look. The design includes lockable drawers beneath the pickup counter and storage for class equipment beneath the Today at Apple display.
Genius Bar Revival
Most stores will receive a wood‑finished Genius Bar that echoes the pre‑Genius Grove design. The bar will feature two counter heights to improve accessibility, backed by a wall of storage drawers and large product imagery. By removing the video walls, the Genius Bar becomes the visual centerpiece, reinforcing Apple’s commitment to in‑store technical support. The new layout also integrates back‑of‑house improvements, such as upgraded break rooms and staff areas, to enhance employee workflow.
Pickup and Today at Apple Bays
The pickup bay will showcase an all‑wood enclosure with a faint Apple logo on the top section, lockable drawers for customer orders, and a service counter where staff hand items directly to shoppers. The Today at Apple bay mirrors this aesthetic, topped by a large‑screen‑style display for class content, with drawers below for iPads, laptops, and other teaching tools. A fixed instructor table and stools complete the setup, providing a dedicated space for workshops without encroaching on the main retail floor.
Implementation Timeline
Elements of the redesign are already live in a limited number of stores worldwide, serving as pilot locations for the new concept. Mark Gurman expects the full rollout to span several years, gradually reaching newly opened and renovated stores across international markets. The phased approach allows Apple to refine the design based on real‑world feedback while maintaining a consistent brand experience globally.
Staff Protocol Changes
Alongside the physical changes, Apple is tightening staff expectations during pre‑opening briefings. Employees must remain on their feet, store personal phones and drinks, and stay attentive throughout the shift. Doors will open five minutes before the posted hour, and every staff member on site is required to applaud as the first shoppers enter, reinforcing a unified, high‑energy welcome.
Conclusion
Apple’s retail overhaul marks a decisive move away from the visual spectacle of video walls toward a service‑centric environment that prioritizes technical support, seamless order fulfillment, and engaging community classes. By reinstating dedicated Genius Bar stations, creating distinct Today at Apple and pickup bays, and refining staff protocols, Apple aims to deliver a more purposeful in‑store experience that feels both timeless and purpose‑built.