Apple Offers 21st Century Retail Roadmap During Fall Keynote
The big Apple event on Tuesday was filled with tons of new product announcements and highlighted by the unveiling of the iPhone X. But there was a fairly overshadowed portion of the event that happened early on, prior to any new products hitting the stage, and it focused on the Cupertino tech firm’s moves on the retail side of things.
After officially opening the Steve Jobs Theater and welcoming those in attendance to Apple’s new campus, Tim Cook invited Apple retail chief Angela Ahrendts onto the stage to give a brief update on the company’s retail enhancements.
We’ve heard in the past this concept that Apple likes to think of its retail locations as products themselves. Earlier this year, Apple launched the biggest redesign of its “retail line” in 15 years, dropping the word “Store” and instead referring to these physical retail spaces as “town squares,” as Ahrendts put it. Physically, the locations have received some cosmetic upgrades designed to give off a more community-driven feel to them (where applicable), and the company has integrated its “Today at Apple” program in each store, bringing educational sessions and in-store experiences to the fore.