Apple Reportedly Planning Major Apple Store Renovations, Including the Return of the Dedicated Genius Bar

The redesign marks a departure from the open-concept Genius Grove layout Apple adopted over a decade ago.

Summary

Apple is accelerating retail renovations to prioritize traditional service, retail and fulfillment layouts

Dedicated Genius Bars will replace the giant marketing video walls currently sitting at the back of locations

New 10-foot Avenue bays will be installed to handle online pickups and Today at Apple sessions

Apple is accelerating an overhaul of Apple Stores to prioritize traditional retail, direct service and efficient fulfillment. A report by Mark Gurman indicated that the company plans to increase the pace of renovations over the coming years. This shift revolves around three major architectural changes designed to rethink customer movement through the space. The strategy marks a departure from the open-concept Genius Grove layout that the company adopted more than a decade ago. By realigning the floor plan, the brand moves away from communal zones to focus on practical, dedicated service hubs.

The most dramatic visual change occurs at the back of most Apple Stores where giant video walls will be removed. These displays currently host Today at Apple sessions and marketing materials, but renovated layouts replace them with dedicated Genius Bars. Reintroducing the iconic service desk reverses a decision to use tree-lined groves for support. This updated Genius Bar features an all-wood look resembling past service stations. To improve accessibility, the new installations incorporate two counter heights. Storage drawers and large printed posters highlighting products sit on the wall behind the new desks.

Fulfillment zones and accessory displays also receive a redesign as the company revamps its Avenue sections. These areas occupy the sides of the stores where services and add-ons are traditionally promoted. Current pickup and workshop functions use large tables and seating areas that dominate the floor. Upcoming renovations migrate these experiences into 10-foot side sections known as bays. Two specific Avenue sections will be added for online pickups and Today at Apple sessions.

The Avenue bay for online pickups consists entirely of wood and features an integrated logo. Secure drawers for customer orders sit in the lower portion of this bay. A standalone table stands ahead of the pickup bay to provide employees with space to manage the order handoff. Instructional zones for Today at Apple sessions in renovated Apple Stores feature a large display for presentations and built-in drawers for instructors to store devices.