AAPL · News · 20260914N

Retail Strategy Revamp

Apple Inc. · 2026-09-14 · Importance 31 · Surprise 42

Apple is reportedly redesigning its retail stores under new CEO John Ternus to emphasize traditional retail, product upgrades, and sales. Planned changes include restoring dedicated Genius Bars, removing large video walls, redesigning Avenue areas for online-order pickup, and tightening employee rules. The strategy reportedly prioritizes upgrades and retail productivity over community gathering and new-location expansion, although no store-count or investment amount was disclosed.

Key facts

• Apple is reportedly planning a major revamp of its retail stores under new CEO John Ternus, shifting focus from community gathering places to more traditional retail spaces. source
• The planned retail changes include bringing back dedicated Genius Bars, removing large video walls, and redesigning 'Avenue' sections for online order collection and 'Today at Apple' workshops. source
• Apple's retail strategy is accelerating design changes that focus more on upgrades than opening new locations. source