Apple Stores Are Getting a Full Makeover

(groovy, electronic music)

[Jack] This is Apple's new flagship

San Francisco retail space.

This is the next generation of Apple retail.

Apple is celebrating the 15th anniversary

of its retail stores.

And, to celebrate they're giving us a look at this one,

which they're calling the future of retail.

But, you don't enter the future through doors like this.

You come through doors like these.

These massive sheets of glass open

to a new indoor/outdoor feel.

A design language that will be integrated

into new stores around the globe.

Apple's retail esthetic has long been

as clean as a space station.

But, now, there are indoor trees

and soon a greenery-filled public courtyard.

The hangar-sized doors slide open 40 feet.

That's wide enough for Apple to sell things much larger

than phones and laptops, like say a car maybe.

At the new stores, designed by architects,

Foster and Partners, products and accessories

are still displayed with the sort of precise design and care

that we've come to expect from Apple.

But there are new touches,

or no touches, as it were.

A wave of a hand opens power

and connectivity ports at tables.

Stores will now be stocked with not only geniuses

but also creative pros ready to help

with music and design questions

or to assist with headphones or camera accessories.

And there's no more Genius Bar.

You know, sometimes having to get your phone fixed

is like going to the dentist,

and so we said, how do we make it the most calming,

the most inviting environment?

Customers will now get their Apple hardware serviced

in the tree-lined Genius Grove.

This main, second floor space,

with views over San Francisco's Union Square,

is called The Forum and will host musical performances

and talks by photographers and app developers.

Very few companies would take 20% of their real estate

in a very expensive store, and dedicate it simply

to educating, to entertaining,

and to helping small entrepreneurs.

Apple, perhaps better than any other tech company,

has long understood the importance of presentation,

touch, and service in the physical retail space.

The company wants the new stores to be places

where people choose to just come and hang out

at the weekend.

So, get there early for a seat in the Genius Grove.

(groovy, electronic music)