Editing Apple Store (section)

==History==
[[File:Apple Store Boston circular staircase.jpg|thumb|right|A spiral staircase inside the Apple Store in [[Boston]]]]
[[File:Aix-en-Provence 20160717 10.jpg|thumb|right|Apple Store in [[Aix-en-Provence]], France]]

===Third-party retail===
[[Steve Jobs]], co-founder of Apple, returned to the company as interim CEO in 1997. According to his biographer [[Walter Isaacson]], Jobs began a concerted campaign to help sales by improving the retail presentation of Macintosh computers. Even with new products launched under his watch, like the [[iMac G3|iMac]] and the [[PowerBook G3]] and an online store, Apple still relied heavily on big-box computer and electronics stores for most of its sales. There, customers continued to deal with poorly trained and ill-maintained Mac sections that did not foster customer loyalty to Apple and did not help differentiate the Mac user experience from Windows.<ref name="roots">{{cite web |first=Tom |last=Hormby |title=The Roots of Apple's Retail Stores |url=http://lowendmac.com/2008/the-roots-of-apples-retail-stores/ |website=LowEndMac |date=May 19, 2008 |access-date=April 26, 2017 |archive-date=January 13, 2017 |archive-url=https://web.archive.org/web/20170113234954/http://lowendmac.com/2008/the-roots-of-apples-retail-stores/ |url-status=live}}</ref><ref name="together again">{{cite web |first=Janet |last=Meyer |title=Best Buy and Apple Together Again |url=http://www.applematters.com/article/best-buy-and-apple-together-again/ |website=Apple Matters |date=June 27, 2006 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427100854/http://www.applematters.com/article/best-buy-and-apple-together-again/ |url-status=live}}</ref> In fact, the retailer trend was towards selling their own generic in-house brand PCs which used even cheaper components than those by major PC makers, increasing retailer overall margins by keeping the manufacturing profits. This "provided a powerful profit motive to convert customers interested in buying a Mac into the owners of a new, cheaply assembled, house brand PC".<ref name="retail challenge">{{cite web |first=Daniel |last=Eran |title=Apple's Retail Challenge |url=http://www.roughlydrafted.com/RD/Q4.06/1DDD598A-7CE0-479E-A6F9-912777CAB484.html |website=Roughly Drafted |date=November 8, 2006 |access-date=April 26, 2017 |archive-date=April 15, 2016 |archive-url=https://web.archive.org/web/20160415153316/http://www.roughlydrafted.com/RD/Q4.06/1DDD598A-7CE0-479E-A6F9-912777CAB484.html |url-status=live}}</ref>

[[Tim Cook]], who joined Apple in 1998 as Senior Vice President for Worldwide Operations, announced the company would "cut some channel partners that may not be providing the buying experience [Apple expects]. We're not happy with everybody." Jobs severed Apple's ties with every big box retailer, including Sears, Montgomery Ward, Best Buy, Circuit City, Computer City, and Office Max to focus its retail efforts with [[CompUSA]]—which reached an agreement to establish dedicated departments for Apple hardware, staffed by trained employees and representatives. Apple also worked with local user groups to promote launch events for new hardware and [[Classic Mac OS|Mac OS]] releases.<ref name=":1" />

Between 1997 and 2000, the number of Mac authorized resellers dropped from 20,000 to just 11,000. The majority of these were cuts made by Apple itself. Jobs proclaimed that Apple would be targeting [[Dell]] as a competitor, with Cook's mandate to match or exceed Dell's lean inventories and streamlined supply chain. Jobs made an open statement to [[Michael Dell]], "with our new products and our new store and our new build-to-order, we're coming after you, buddy." While Dell had operated as direct mail order and online order company, having pulled out of retailers to realize greater profit margins and efficiency, Apple had direct orders with sales handled by its channel partners, other mail order resellers, independent dealerships, and the new relationship with CompUSA.<ref name="retail challenge" />
[[File:Apple Tower Theatre.jpg|thumb|[[Tower Theatre (Los Angeles)|Apple Tower Theatre]] in [[Los Angeles]], California]]
A revised concept for an Apple "[[store-within-a-store]]" was designed by Eight Inc., a San Francisco-based firm who had developed Apple's presences at the [[Macworld/iWorld|MacWorld expo]]; they were designed as a self-contained showroom with more minimalistic design that emphasized the products themselves. After a trial at retail outlets in Japan, CompUSA began to adopt the new concept for its locations beginning in 1999.<ref name=":2" /><ref>{{Cite web |date=2021-05-20 |title=Before the Genius Bar: Behind the retail designs that paved the way for 20 years of Apple Stores |url=https://9to5mac.com/2021/05/20/20-years-apple-retail-stores-compusa-early-designs/ |access-date=2024-02-01 |website=9to5Mac}}</ref>  The "store within a store" approach still had shortcomings; acting as a [[Mystery shopping|mystery shopper]], ''Macworld'' writer [[David Pogue]] observed that all but one of the locations he visited had employees who actively steered him towards Windows PCs and attacked Macs (such as claiming they did not have software available); the company's PR director Suzanne Shelton stated that finding "specialized" talent was difficult. Despite this, CompUSA sales of Macs had increased. Apple then added [[Best Buy]] as a second authorized reseller.<ref name=":1">{{cite web |first=David |last=Pogue |title=Desktop Critic: CompUSA: Apple's Not-So-Superstore |url=http://www.macworld.com/article/1014845/desktopcritic.html |website=[[Macworld]] |publisher=[[International Data Group]] |date=March 1, 1999 |access-date=March 23, 2017 |archive-date=March 29, 2017 |archive-url=https://web.archive.org/web/20170329115612/http://www.macworld.com/article/1014845/desktopcritic.html |url-status=live}}</ref> Challenges still remained, as resellers' profit margins on selling Macs was only around 9%, and selling Macs was only worthwhile if ongoing service and support contracts were provided, of which retailer experiences were inconsistent.<ref name=":2">{{cite web|url=http://www.roughlydrafted.com/RD/Q4.06/1DDD598A-7CE0-479E-A6F9-912777CAB484.html|title=Apple's Retail Challenge|access-date=July 21, 2016|archive-date=April 15, 2016|archive-url=https://web.archive.org/web/20160415153316/http://www.roughlydrafted.com/RD/Q4.06/1DDD598A-7CE0-479E-A6F9-912777CAB484.html|url-status=live}}</ref>

=== Online store ===
In 1997, the year Steve Jobs returned to Apple, [[Dell]] founder and CEO [[Michael Dell]] was asked how he would fix Apple. Dell responded: "I'd shut it down and give the money back to the shareholders". This angered Jobs, due to Dell's success with its online store originally built by [[NeXT]], his former business that Apple acquired to bring Jobs back. A team of Apple and NeXT employees spent several months building an online store that would be better than Dell's. On November 10, 1997, Steve Jobs announced the online store at an Apple press event, and during his keynote speech, he said: "I guess what we want to tell you, Michael, is that with our new products and our new store and our new build-to-order manufacturing, we're coming after you, buddy."<ref>{{cite web |first=Seth |last=Fiegerman |title=The Slow Evolution of Apple's Online Store |url=http://mashable.com/2014/05/16/apple-online-store-history/ |website=[[Mashable]] |date=May 16, 2014 |access-date=April 26, 2017 |archive-date=July 1, 2017 |archive-url=https://web.archive.org/web/20170701015357/http://mashable.com/2014/05/16/apple-online-store-history/ |url-status=live}}</ref>

In August 2015, Apple revamped the online storefront, removing the dedicated "Store" tab and making the entire website a retail experience.<ref>{{cite web |first=Matthew |last=Panzarino |title=Apple.com, One Of The World's Biggest Stores, Gets A Redesign |url=https://techcrunch.com/2015/08/06/apple-com-removes-standalone-store-tab-emphasizes-curation-in-huge-redesign/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=August 6, 2015 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427100401/https://techcrunch.com/2015/08/06/apple-com-removes-standalone-store-tab-emphasizes-curation-in-huge-redesign/ |url-status=live}}</ref><ref>{{cite web |first=Mariella |last=Moon |title=Apple's website redesign kills separate 'Store' section |url=https://www.engadget.com/2015/08/06/apples-website-store-death/ |website=[[Engadget]] |publisher=[[AOL]] |date=August 6, 2015 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427095900/https://www.engadget.com/2015/08/06/apples-website-store-death/ |url-status=live}}</ref> Later, in August 2021, a redesigned store section of the website returned, with products still being able to be purchased directly through their respective pages.<ref>{{cite web |last=Juli |first=Clover |title=Apple's Website Gains Redesigned Store Section and Dedicated 'Store' Tab |url=https://www.macrumors.com/2021/08/03/apple-website-redesigned-store/ |website=[[MacRumors]] |date=August 3, 2021 |access-date=September 16, 2023}}</ref>

===Origins===
[[Image:Line at the opening of first Apple Store in America.jpg|thumb|right|A line at the opening of the first Apple Store in the world. The store opened in 2001 at [[Tysons Corner Center]] in [[Tysons, Virginia]] near [[Washington, D.C.]]]]
Jobs believed the Apple retail program needed to fundamentally change the relationship to the customer, and provide more control over the presentation of Apple products and the Apple brand message. Jobs recognized the limitations of third-party retailing and began investigating options to change the model.<ref name="MacRumors stores"/>

In 1999, Jobs personally recruited [[Millard Drexler]], former CEO of [[Gap Inc.]], to serve on Apple's board of directors.<ref name="MacRumors stores"/><ref>{{cite web |first=Juli |last=Clover |title=Longtime Apple Board Member Mickey Drexler to Retire in March |url=https://www.macrumors.com/2015/01/22/mickey-drexler-to-retire/ |website=[[MacRumors]] |date=January 22, 2015 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427095845/https://www.macrumors.com/2015/01/22/mickey-drexler-to-retire/ |url-status=live}}</ref><ref>{{cite web |first=Rita |last=Warkov |title=Steve Jobs and Mickey Drexler: A Tale of Two Retailers |url=https://www.cnbc.com/id/47520270 |website=[[CNBC]] |publisher=[[NBCUniversal News Group]] |date=May 22, 2012 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427100514/http://www.cnbc.com/id/47520270 |url-status=dead}}</ref> In 2000, Jobs hired [[Ron Johnson (businessman)|Ron Johnson]] from [[Target Corporation|Target]]. The retail and development teams headed by Allen Moyer from [[The Walt Disney Company]] then began a series of mock-ups for the Apple Store inside a warehouse near the company's Cupertino headquarters.<ref name="MacRumors stores"/>

On May 15, 2001, Jobs hosted a press event at Apple's first store, located at the [[Tysons Corner Center]] mall in [[Tysons, Virginia]], near [[Washington, D.C.]]<ref name="First store">{{cite web |title=Apple to Open 25 Retail Stores in 2001 |url=https://www.apple.com/pr/library/2001/05/15Apple-to-Open-25-Retail-Stores-in-2001.html |website=Apple Press Info |publisher=[[Apple Inc.]] |date=May 15, 2001 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427003627/https://www.apple.com/pr/library/2001/05/15Apple-to-Open-25-Retail-Stores-in-2001.html |url-status=live}}</ref> The store officially opened on May 19, along with another store in [[Glendale Galleria]] in [[Glendale, California]].<ref name="First store"/><ref name="MacRumors stores"/><ref>{{cite magazine |first=Lisa |last=Eadicicco |title=Watch Steve Jobs Introduce the First Apple Store |url=https://time.com/4339922/steve-jobs-first-apple-store-video/ |magazine=[[Time (magazine)|Time]] |date=May 19, 2016 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427110345/http://time.com/4339922/steve-jobs-first-apple-store-video/ |url-status=live}}</ref> More than 7,700 people visited Apple's first two stores in the opening weekend, spending a total of {{US$|599,000}}.<ref>{{cite web |first=Benj |last=Edwards |title=A tale of two Apple Stores (the first two) |url=http://www.macworld.com/article/1159817/computers/first2applestores.html |website=[[Macworld]] |publisher=[[International Data Group]] |date=May 19, 2011 |access-date=March 23, 2017 |archive-date=March 23, 2017 |archive-url=https://web.archive.org/web/20170323234427/http://www.macworld.com/article/1159817/computers/first2applestores.html |url-status=live}}</ref>

=== Expansion ===
[[File:When the Apple logo goes red..... -DC -applecarnegielibrary -WearAMask -SonyAlpha (50696381517).jpg|thumb|250px|An Apple Store located at the [[Carnegie Library of Washington D.C.|Carnegie Library]] in [[Washington, D.C.]], opened in 2019.]]
Several publications and analysts predicted the failure of Apple Stores. However, the Apple retail program established its merits, bypassing the sales-per-square-foot measurement of competing nearby stores, and in 2004 reached $1 billion in annual sales, the fastest of any retailer in history. Sales continued to grow, reaching $1 billion a quarter by 2006. Then-CEO [[Steve Jobs]] said that "People haven't been willing to invest this much time and money or engineering in a store before", adding that "It's not important if the customer knows that. They just feel it. They feel something's a little different."<ref>{{cite web |first=Jerry |last=Useem |title=Apple: America's best retailer |url=https://money.cnn.com/magazines/fortune/fortune_archive/2007/03/19/8402321/index.htm |website=[[Fortune (magazine)|Fortune]] |publisher=[[Time Inc.]] |date=March 8, 2007 |access-date=April 30, 2017 |archive-date=September 17, 2017 |archive-url=https://web.archive.org/web/20170917170453/http://archive.fortune.com/magazines/fortune/fortune_archive/2007/03/19/8402321/index.htm |url-status=live}}</ref> In 2011, Apple Stores in the United States had an average revenue of $473,000 for each employee.<ref name="retail army"/> According to research firm RetailSails, the Apple Store chain ranked first among U.S. retailers in terms of [[sales per unit area]] in 2011, almost doubling [[Tiffany & Co.|Tiffany]], the second retailer on the list.<ref name="retail army"/> On a global level, all Apple Stores had a combined revenue of US$16&nbsp;billion.<ref name="retail army"/> Under the leadership of [[Ron Johnson (businessman)|Ron Johnson]], the former senior Vice President of Retail Operations, the Apple Stores have, according to an article in ''[[The New York Times]]'', been responsible for "[turning] the boring computer sales floor into a sleek playroom filled with gadgets".<ref>{{cite news |first1=Stephanie |last1=Clifford |first2=Miguel |last2=Helft |title=Apple Stores Chief to Take the Helm at J.C. Penney |url=https://www.nytimes.com/2011/06/15/business/economy/15shop.html |website=[[The New York Times]] |date=June 14, 2011 |access-date=March 23, 2017 |archive-date=April 17, 2017 |archive-url=https://web.archive.org/web/20170417084729/http://www.nytimes.com/2011/06/15/business/economy/15shop.html |url-status=live}}</ref> The Apple Stores have also been credited with raising the company's brand equity, with Scott Galloway, Professor of Marketing at [[New York University Stern School of Business]], stating that the Stores are the "temple to the brand which is this unbelievable experience called an Apple Store, and then you have this very mediocre experience called an [[AT&T]] or [[Verizon]] connect your phone experience for [[Samsung Galaxy|Samsung]] and the other [[Android (operating system)|Android players]]".<ref>{{cite web |title=This 'crazy, irrational decision' Apple made 20 years ago turned out to be the key to its outrageous success over Samsung |url=http://nordic.businessinsider.com/apple-stores-scott-galloway-iphone-samsung-stores-profits-2017-10 |website=[[Business Insider]] |publisher=[[Axel Springer SE]] |date=October 10, 2017 |access-date=October 11, 2017 |archive-date=November 7, 2017 |archive-url=https://web.archive.org/web/20171107173552/http://nordic.businessinsider.com/apple-stores-scott-galloway-iphone-samsung-stores-profits-2017-10 |url-status=live}}</ref>

Apple has since re-established ties with major big box retailers like [[Best Buy]] and [[Staples Inc.|Staples]].<ref>{{cite web |first=Mark |last=Gurman |title=Apple to expand iPad's reach with Staples deal next month |url=https://9to5mac.com/2013/09/26/apple-to-expand-ipads-reach-with-staples-deal-next-month/ |website=9to5Mac |date=September 26, 2013 |access-date=March 23, 2017 |archive-date=March 23, 2017 |archive-url=https://web.archive.org/web/20170323235122/https://9to5mac.com/2013/09/26/apple-to-expand-ipads-reach-with-staples-deal-next-month/ |url-status=live}}</ref> Authorized Apple resellers have a dedicated [[store-within-a-store]] section, offering a distinctive Apple-style experience to showcase products.<ref>{{cite news |first=Hollie |last=Shaw |title=Best Buy Canada looking to become ground zero in Windows, Apple, Samsung electronics battle |url=http://business.financialpost.com/news/retail-marketing/best-buy-looking-to-become-ground-zero-in-windows-apple-samsung-electronics-battle |website=[[National Post]] |publisher=[[Postmedia Network]] |date=October 23, 2013 |access-date=May 26, 2017 |archive-date=April 15, 2016 |archive-url=https://web.archive.org/web/20160415153822/http://business.financialpost.com/news/retail-marketing/best-buy-looking-to-become-ground-zero-in-windows-apple-samsung-electronics-battle |url-status=live}}</ref> The relationship with Best Buy calls for the company to send Apple Solutions Consultants (ASCs) to train Best Buy employees to be familiar with Apple's product lineup.<ref name="together again"/><ref>{{cite web |first=Eric |last=Bangeman |title=Apple throwing its weight into Best Buy Mac sales? |url=https://arstechnica.com/uncategorized/2006/06/7129-2/ |website=[[Ars Technica]] |publisher=[[Condé Nast]] |date=June 25, 2006 |access-date=March 23, 2017 |archive-date=March 23, 2017 |archive-url=https://web.archive.org/web/20170323235220/https://arstechnica.com/uncategorized/2006/06/7129-2/ |url-status=live}}</ref>

In an interview with Funke Mediengruppe in May 2021, Deirdre O'Brien commented, "Apple is sticking to its plan to open more stores around the globe in the future."<ref name=":0" />

=== Influence ===
Apple Stores have considerably changed the landscape for consumer electronics retailers and influenced other technological companies to follow suit. According to ''[[The Globe and Mail]]'', "Apple’s retail stores have taken traffic, control and profits away from [[Verizon Wireless|Verizon]] as well as electronics retailers, such as [[Best Buy]], that once looked at wireless phones as a lucrative profit source".<ref>{{cite news |first=Stephen D. |last=Simpson |title=How Apple's fortunes affect other stocks |url=https://www.theglobeandmail.com/globe-investor/investment-ideas/how-apples-fortunes-affect-other-stocks/article4596866/ |website=[[The Globe and Mail]] |publisher=[[The Woodbridge Company]] |date=October 8, 2012 |access-date=May 26, 2017 |archive-date=April 15, 2016 |archive-url=https://web.archive.org/web/20160415153836/http://www.theglobeandmail.com/globe-investor/investment-ideas/how-apples-fortunes-affect-other-stocks/article4596866/ |url-status=live}}</ref> ''[[CNET]]'' has reported that the "Apple retail experience hurts Best Buy" and noted, "Buy a [[MacBook]] at the Apple Store and it's hard to go back to the Best Buy Windows laptop buying experience". The publication also wrote that "Apple salespeople are generally more knowledgeable, the products themselves are generally higher quality, and the stores are more appealing, aesthetically and practically."<ref>{{cite web |first=Brooke |last=Crothers |title=Is Best Buy following CompUSA, Circuit City to certain doom? |url=https://www.cnet.com/news/is-best-buy-following-compusa-circuit-city-to-certain-doom/ |website=[[CNET]] |publisher=[[CBS Interactive]] |date=March 29, 2012 |access-date=May 26, 2017 |archive-date=July 9, 2016 |archive-url=https://web.archive.org/web/20160709072737/http://www.cnet.com/news/is-best-buy-following-compusa-circuit-city-to-certain-doom/ |url-status=live}}</ref>

In October 2009, reports surfaced that Steve Jobs and his retail team would help "drastically overhaul" [[Disney Store]]s. His involvement was described by ''[[The New York Times]]'' as "particularly notable", given his work on the "highly successful" Apple Stores and his election to Disney's board of directors in 2006.<ref>{{cite web |first=Brooks |last=Barnes |title=Disney's Retail Plan Is a Theme Park in Its Stores |url=https://www.nytimes.com/2009/10/13/business/media/13disney.html |website=[[The New York Times]] |date=October 12, 2009 |access-date=May 26, 2017 |archive-date=April 2, 2017 |archive-url=https://web.archive.org/web/20170402042603/http://www.nytimes.com/2009/10/13/business/media/13disney.html |url-status=live}}</ref><ref>{{cite web |first=Scott |last=McNulty |title=NYT: Apple inspiring new Disney retail strategy |url=http://www.macworld.com/article/1143263/disney_retail.html |website=[[Macworld]] |publisher=[[International Data Group]] |date=October 12, 2009 |access-date=May 26, 2017 |archive-date=March 23, 2017 |archive-url=https://web.archive.org/web/20170323234808/http://www.macworld.com/article/1143263/disney_retail.html |url-status=live}}</ref>

In August 2009, the ''[[London Evening Standard]]'' reported that Apple's first store in the United Kingdom, at [[Regent Street]], was the most profitable shop of its size in London, with the highest sales per square foot, taking in £60&nbsp;million a year, or £2,000 per square foot.<ref>{{cite web |title=Apple store most profitable shop in London for its size |url=https://www.standard.co.uk/news/apple-store-most-profitable-shop-in-london-for-its-size-6707808.html |website=[[London Evening Standard]] |date=August 28, 2009 |access-date=March 23, 2017 |archive-date=March 23, 2017 |archive-url=https://web.archive.org/web/20170323234215/http://www.standard.co.uk/news/apple-store-most-profitable-shop-in-london-for-its-size-6707808.html |url-status=live}}</ref>

Many other electronics retailers from around the world such as Huawei, Samsung, Xiaomi started to follow the designing trend of Apple Store.{{citation needed|date=May 2020}}

=== Redesign ===
[[File:Apple Store San Francisco Union Square Store Interior 201605.jpg|thumb|The Genius Grove at [[Union Square, San Francisco]], after renovation in May 2016]]
[[File:Today at Apple screen.jpg|thumb|Video wall]]
In May 2016, Apple significantly redesigned its [[Union Square Apple Store]] in downtown [[San Francisco]], adding large glass doors for the entry, open spaces with touch-sensitive tables and shelves for product displays, and rebranded rooms for the store. "The Avenue" is the central location for hardware, as well as for receiving advice from salespersons and "Creative Pros" with specialized knowledge of music, photography, creativity, and apps. The "Genius Bar" becomes the "Genius Grove", a tree-lined area for help and support. "The Forum" features a large video screen and offers game nights, sessions with experts in creative arts, and community events. "The Plaza", while limited to select locations, offers a "park-like" space outside the store featuring free 24/7 [[Wi-Fi]] access and will host live concerts on some weekends.<ref>{{cite web |first=Alex |last=Webb |title=Inside the New Apple Retail Store Design |url=https://www.bloomberg.com/news/articles/2016-05-19/why-apple-is-building-a-town-inside-its-stores |website=Bloomberg Technology |publisher=[[Bloomberg L.P.]] |date=May 19, 2016 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427003823/https://www.bloomberg.com/news/articles/2016-05-19/why-apple-is-building-a-town-inside-its-stores |url-status=live}}</ref><ref>{{cite web |first=Nick |last=Statt |title=Apple just revealed the future of its retail stores |url=https://www.theverge.com/2016/5/19/11715726/apple-flagship-store-opening-san-francisco-photos |website=[[The Verge]] |publisher=[[Vox Media]] |date=May 19, 2016 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427003737/http://www.theverge.com/2016/5/19/11715726/apple-flagship-store-opening-san-francisco-photos |url-status=live}}</ref> Designed by [[Jony Ive]] and [[Angela Ahrendts]], the idea was to make Apple Stores into "town squares", in which people come naturally to the store as a gathering place,<ref>{{cite web |first=Avery |last=Hartmans |title=Apple's retail boss wants Apple stores to resemble 'town squares' |url=http://www.businessinsider.com/angela-ahrendts-apple-stores-social-2016-8 |website=[[Business Insider]] |publisher=[[Axel Springer SE]] |date=August 19, 2016 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427003404/http://www.businessinsider.com/angela-ahrendts-apple-stores-social-2016-8 |url-status=live}}</ref> and to "help foster human experiences that draw people out of their digital bubbles".<ref>{{cite web |first=Mike |last=Wuerthele |title=Angela Ahrendts interview addresses Apple retail refurb, town square concept successes |url=http://appleinsider.com/articles/16/10/18/angela-ahrendts-interview-addresses-apple-retail-refurb-town-square-concept-successes |website=AppleInsider |date=October 18, 2016 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427100921/http://appleinsider.com/articles/16/10/18/angela-ahrendts-interview-addresses-apple-retail-refurb-town-square-concept-successes |url-status=live}}</ref> The new design will be adopted to every store Apple has,<ref>{{cite web |title=Angela Ahrendts talks Apple store makeover, why Tim Cook hired her |url=http://www.cbsnews.com/news/angela-ahrendts-apple-svp-of-retail-redesign-today-at-apple/ |website=[[CBS News]] |publisher=[[CBS]] |date=April 25, 2017 |access-date=April 26, 2017 |archive-date=April 25, 2017 |archive-url=https://web.archive.org/web/20170425142306/http://www.cbsnews.com/news/angela-ahrendts-apple-svp-of-retail-redesign-today-at-apple/ |url-status=live}}</ref> and while renovation is undergoing, stores are either relocated<ref>{{cite web |first=Joe |last=Rossignol |title=Apple Opening Three Next-Generation Stores Over the Next Week |url=https://www.macrumors.com/2016/08/19/next-gen-apple-stores-glasglow-kc-annapolis/ |website=[[MacRumors]] |date=August 19, 2016 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427003901/https://www.macrumors.com/2016/08/19/next-gen-apple-stores-glasglow-kc-annapolis/ |url-status=live}}</ref> or temporarily closed.<ref>{{cite web |first=Joe |last=Rossignol |title=Apple Retail Update: Danbury Store Closes for Next-Generation Redesign, Dubai to Get Second Store |url=https://www.macrumors.com/2017/02/06/apple-store-danbury-dubai-update/ |website=[[MacRumors]] |date=February 6, 2017 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427003650/https://www.macrumors.com/2017/02/06/apple-store-danbury-dubai-update/ |url-status=live}}</ref>

In April 2017, Apple announced that its "Today at Apple" educational sessions, which launched with its Union Square redesign in 2016 and offer more than 60 free hands-on sessions for creative skills, will also be expanded to all of its stores.<ref>{{cite web |first=Joe |last=Rossignol |title='Today at Apple' Sessions About Art, Music, and Coding Expanding to Every Apple Store in May |url=https://www.macrumors.com/2017/04/25/today-at-apple-sessions-launching-worldwide-may/ |website=[[MacRumors]] |date=April 25, 2017 |access-date=April 26, 2017 |archive-date=April 25, 2017 |archive-url=https://web.archive.org/web/20170425190559/https://www.macrumors.com/2017/04/25/today-at-apple-sessions-launching-worldwide-may/ |url-status=live}}</ref><ref>{{cite web |first=Zac |last=Hall |title=Apple Store expanding new 'Today at Apple' initiative next month, Angela Ahrendts says [Video] |url=https://9to5mac.com/2017/04/25/apple-store-angela-ahrendts-interview/ |website=9to5Mac |date=April 25, 2017 |access-date=April 26, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427100246/https://9to5mac.com/2017/04/25/apple-store-angela-ahrendts-interview/ |url-status=live}}</ref>

Starting May 2018, a Video Wall was added to stores around the world, and upgraded in some stores like [[Apple Palo Alto]].<ref>{{cite web |first=Michael |last=Steeber |title=Gallery: Apple's renovated Palo Alto store blends latest retail layout with classic design elements |url=https://9to5mac.com/2018/06/30/apple-store-palo-alto-redesign-photos/ |website=9to5Mac |date=June 30, 2018 |access-date=June 30, 2018 |archive-date=June 30, 2018 |archive-url=https://web.archive.org/web/20180630200253/https://9to5mac.com/2018/06/30/apple-store-palo-alto-redesign-photos/ |url-status=live}}</ref>