Apple to Remove Video Walls and Bring Back Dedicated Genius Bars [Gurman]

Apple is preparing a broad redesign of new and upgraded retail stores, including dedicated Genius Bars, revamped pickup and class areas, and the removal of giant video walls from upgraded locations, according to Mark Gurman.



Store teams have already begun reworking the Avenue sections positioned along store walls. The broader plan calls for dedicated Avenue bays for online pickups and Today at Apple sessions, while refocusing stores around more traditional retail, service, and fulfillment functions.


The new pickup area will reportedly be constructed entirely from wood, with a subtle Apple logo across its upper half and secure drawers below for customer orders. A table positioned in front will give employees space to manage pickups.

A separate Today at Apple bay will also use an all-wood design. A large display will occupy the upper two-thirds of the wall, with secure drawers below for iPads, Macs, and other equipment used during sessions. A fixed instructor table and stools will sit in front.

These new sections are part of a move away from the giant video walls found at the back of many stores. Introduced during Angela Ahrendts' tenure as retail chief, the displays became a centerpiece for product videos and Today at Apple sessions as the company sought to position its stores as community gathering places.

In many upgraded stores, the video wall will instead give way to a dedicated Genius Bar, reviving a familiar element from Apple's earlier retail designs. The new version will have an all-wood appearance, counters at two heights for accessibility, storage drawers built into the wall, and large posters highlighting new products.


Some elements of the redesign have already appeared at a handful of Apple Stores, while the company has spent the past year testing the concepts internationally. A broader global rollout is planned over the next several years, with many renovations also updating back-of-house areas and employee break rooms.

Separately, Apple is enforcing rules for store employees during pre-opening meetings. Staff members are expected to stand, refrain from drinking beverages or using devices, and remain fully engaged. Stores are also supposed to open five minutes before their advertised time, with the entire team applauding the first customers to enter regardless of role.