Apple is reportedly planning a major overhaul of its retail stores, with the company expected to speed up renovations over the coming years. According to a report by Mark Gurman, the new design will place greater emphasis on customer service, online order pickups and dedicated spaces for in-store activities.
One of the biggest changes will be the return of the dedicated Genius Bar. Apple moved away from the traditional service counter more than a decade ago when it introduced its open-concept Genius Grove design. The new stores will reverse that approach by creating clearly defined areas for customers seeking technical assistance.
The redesigned Genius Bar will reportedly replace the large video walls found at the back of many Apple Stores. Those screens are currently used for Today at Apple sessions and promotional content. The new service desks will feature an all-wood design, two different counter heights and storage drawers, with large product posters positioned behind them.
Apple is also changing the way it handles online pickups and Today at Apple sessions. These services will move into smaller 10-foot sections known as bays along the sides of the stores, replacing some of the large tables and open areas currently used for these activities.
The online pickup bay will be made primarily from wood and will include an Apple logo and secure storage drawers for customer orders. A separate table in front of the bay will give employees a dedicated space to prepare and hand over purchases.
The Today at Apple bay will feature a large display for presentations, along with built-in storage for instructors to keep the devices and equipment needed during sessions. This will allow educational events to take place in a dedicated area without taking up large portions of the main store.
The changes are part of a broader shift away from Apple’s open-concept retail design. Instead of relying heavily on shared spaces, the redesigned stores will give specific activities their own locations, making it easier for customers to find support, collect orders or participate in Apple sessions.
The reported redesign also reflects how Apple Stores have evolved beyond simply selling products. Customers now use the locations for repairs, technical support, online order pickups and educational programs, making efficient use of the available floor space increasingly important.
Apple is expected to roll out the redesigned format as it accelerates store renovations over the next few years. If the plans move forward, customers could gradually see a familiar feature return to Apple Stores, with the Genius Bar once again becoming a central part of the in-person support experience.
