Apple is preparing a broad redesign of its retail stores that would restore dedicated Genius Bars, create separate spaces for order pickup and Today at Apple sessions, and phase out the large video walls seen in many locations, according to Bloomberg's Mark Gurman.

Writing in his "Power On" newsletter, Gurman said Apple intends to accelerate store renovations in the coming years. The plan reworks what the company internally calls the "Avenue" — the side sections where accessories and services are displayed — while reinstating standalone Genius Bars and pulling out the big screens installed across the fleet.

New pickup and Today at Apple bays

Pickup and Today at Apple currently tend to share a counter and seating area. Under the redesign, each would get its own compact section along the Avenue, described internally as a "bay" and measuring roughly 10 feet across.

According to Gurman, the pickup bay would be built entirely from wood with a subtle Apple logo in its upper section, lockable drawers underneath for holding orders, and a counter for staff to hand items over. The Today at Apple bay would share that look but be topped by a large television-style display, with drawers below for iPads, laptops, and other class equipment, plus a fixed instructor table and nearby stools.

A shift away from the store-as-gathering-place

The video walls date back to the retail vision pursued under former retail chief Angela Ahrendts, who positioned Apple stores as public gathering places rather than purely transactional spaces. Gurman frames the new direction as a step away from that approach and toward stores organized around service, fulfillment, and everyday shopping.

Where the screens are removed, most stores would gain a wood-finished Genius Bar that echoes the design Apple used before introducing the open-plan "Genius Grove." It features counters at two heights for accessibility, backed by a wall of storage drawers and large product imagery. Gurman said the new bars and Avenue bays are meant to look as if they always belonged in the store rather than as obvious retrofits, and that many renovated locations will also have their break rooms and back-of-house areas refurbished.

Rollout timeline

Some elements of the redesign are already in place at a small number of stores worldwide. Gurman expects the fuller version to reach most newly opened and renovated locations gradually, with the international rollout continuing over several years.

Separately, Gurman reports that Apple has tightened expectations for staff during pre-opening meetings. Employees are now more firmly required to stay on their feet, put away phones and drinks, and remain attentive. When doors open — timed five minutes ahead of the posted hour — every staff member on site is expected to applaud as the first customers walk in.

Why it matters

For shoppers, the changes signal a return to a more service-focused store layout, with clearer areas for tech support and order collection. For Apple, the overhaul marks a notable break from the design language that defined its retail expansion over the past decade, prioritizing practical fulfillment over spectacle.