Full Breakdown
Apple Plans Major Redesign of Its Retail Stores
By Drooid · · How we work
Core Redesign Details
Apple is set to overhaul its retail locations with three primary changes, as reported by Bloomberg analyst Mark Gurman. First, the “Avenue” sections—side areas that showcase accessories and services—will be split into two distinct 10-foot bays. One bay will house online order pickups, featuring an all-wood enclosure with a subtle Apple logo and lockable drawers for customer orders. The second bay will be dedicated to “Today at Apple” sessions, including a large display and secure drawers for class equipment, plus a fixed instructor table and stools. Second, the large video walls that currently dominate many store backsides will be removed. Third, Apple will reintroduce dedicated Genius Bars, replacing the open-plan “Genius Grove” design used since 2016. The new bars will retain a wood finish, offer two counter heights for accessibility, and include storage drawers and product-highlighting posters behind the service area.
Rationale and Historical Context
The move reverses a 2016 redesign initiated under former senior vice president of retail Angela Ahrendts, which replaced traditional Genius Bars with the open “Genius Grove” concept intended to feel like a town square. Commentators note that the Genius Bar name remains the primary reference for in-person tech support, and its return may signal a focus on streamlined service rather than the experiential layout introduced a decade ago.
Implementation Timeline
Apple intends to accelerate store renovations over the coming years, with the new Avenue bays and Genius Bars already appearing in a limited number of locations worldwide. Gurman expects the full rollout to reach most newly opened and renovated stores gradually, with an international rollout continuing over several years.
Official Response
Apple has not issued a public comment on the reported redesign plans.
Data Summary
- Two new 10-foot “bay” sections per store for pickup and Today at Apple.
- Video walls slated for removal in most stores.
- Dedicated Genius Bars to feature dual-height counters and wood-finished design.
These changes aim to align Apple’s physical retail experience with a service-focused model while re-introducing familiar support spaces.