Massive changes coming to Apple retail locations
Since its 2001 launch with a pair of stores in Tysons Corner, Virginia, and Glendale, California, Apple has grown to operate more than 500 retail locations around the world. Millions of people venture into Apple stores every month with the intent of playing with the company's newest consumer gadgets and computer equipment.
Now, Apple is preparing another major update to its in-store experience, rolling out accelerated retail renovations over the next several years. According to a report from Bloomberg's Mark Gurman, the upcoming changes will reorganize online order pickups, restructure Today at Apple sessions, and phase out the giant video walls found in many current locations.
These renovations mark a significant shift from the company's 2017 retail overhaul. During that previous redesign, Apple transitioned stores into broader tech hubs, replacing the traditional Genius Bar with community-focused spaces like the Genius Grove.
At the time, Angela Ahrendts, Apple’s senior vice president of retail, told attendees at Fortune’s Most Powerful Women Summit that the company wanted stores to be more like a "town square" where everyone is welcome. The first of these new generation stores was unveiled at San Francisco’s Union Square.
The Genius Bar returns
The most striking visual change will occur at the rear of many Apple locations. The company reportedly plans to remove its large video walls to make way for the return of dedicated Genius Bars.
These new support counters will feature an all-wood design. To improve accessibility, the counters will be built at two different heights.
This design pivot brings back one of the most recognizable elements of the classic Apple Store experience after years of prioritizing open support areas and community-focused spaces.
Dedicated spaces for pickups and classes
Online order collections will also see a structural revamp. Apple is moving these orders into dedicated wooden pickup bays located along the Avenue sections at the sides of its stores.
These new bays will feature secure storage for orders alongside a dedicated table for employees to process collections. Apple is concurrently continuing to expand its physical footprint, with a new Apple Store reportedly opening in Idaho.
Similarly, Today at Apple sessions will receive their own specialized Avenue section. This dedicated instructional space will include a large display, seating, equipment storage, and a workspace for the session instructor.
Stricter rules for retail staff
Alongside the architectural updates, Apple is reportedly tightening its operational guidelines for retail employees. Bloomberg notes that new rules are being implemented for pre-opening staff meetings.
During these morning huddles, employees will be expected to remain standing and must avoid using devices or consuming beverages. Furthermore, staff will be expected to applaud as the first customers enter the store five minutes before the officially advertised opening time.
These physical retail shifts arrive alongside major changes to Apple's digital storefronts and product lineups. In the Apple Store app on the iPhone, select users have recently received access to an "early preview" of a new AI-powered virtual shopping assistant. Additionally, starting in March 2026, Apple will introduce additional ad placements throughout App Store search results to alter the app discovery experience.
Apple has already begun testing elements of this refreshed physical design in international markets. The company plans to expand these store renovations broadly across new and existing locations over the coming years as it rolls out upcoming hardware like the iPhone 18 Pro, Apple Watch Series 12, and the all-new foldable iPhone Duo.