Apple is reportedly preparing a broad redesign of its retail stores, including dedicated Genius Bars, new spaces for online order pickup and Today at Apple, and the removal of large video walls. Bloomberg’s Mark Gurman outlined the plans in his September 13 Power On newsletter. Apple has not confirmed the changes, so the details and rollout timing remain unconfirmed.
What Apple reportedly plans
Gurman says Apple wants to accelerate store renovations over the coming years. The changes would center on the "Avenues," the sections along the sides of newer stores where Apple displays accessories and services.
The report says Apple would add two 10-foot "bays" for tasks that are usually spread across the store:
- An online pickup bay with an all-wood build, secure drawers for orders, a subtle Apple logo, and a front table for employee handoffs.
- A Today at Apple bay with a large display and secure drawers for instructors’ devices.
Apple could trade video walls for Genius Bars
Apple also reportedly plans to remove the giant video walls at the back of many stores. Those screens currently support Today at Apple sessions and marketing. In the planned layout, many of those spaces would become dedicated Genius Bars.
The reported bar design uses wood, two counter heights for accessibility, storage drawers, and large product posters. That would reverse part of the store concept Apple rolled out in 2016. In its official Union Square announcement, Apple described a tree-filled Genius Grove for support and a Forum built around a 6K video wall for Today at Apple.
Apple still lists those services
Apple’s current retail page still lists online order pickup, Genius Bar support, and Today at Apple sessions. The report is about moving and redesigning those functions, not ending them. If you need support now, this guide explains how to make a Genius Bar appointment.
For now, there is no official timeline, store list, or Apple confirmation for the reported changes.
