That model would be eventually replicated, to some degree, across all of Apple's nearly 500 stores, Ahrendts said, starting with its most heavily trafficked spots. A tree-filled "Genius Grove" replaced the chaotic "Genius Bar," and a second similar kiosk was added to offer tips on photography, music-making and video-recording. The flagship location was to be thought of as a "town square," she said, where people would gather for workshops, lectures and even musical performances. The iPhone is always simply referred to as "iPhone" - it's never to be preceded by an article - and the name "Apple Watch" is always displayed with a Mac logo in place of the first word.Īt a tour of the new San Francisco store earlier this year, Apple retail chief Andrea Ahrendts made a rare press appearance to lay out the blueprint for a long-term overhaul of the stores. The simplified name fits with Apple's minimalist, pretentious and particular sensibility towards branding. ![]() The transformation would be gradual, it reportedly said, and the newest stores would be rebranded first. ![]() MacRumors reports that the company recently sent out an email informing retail employees of the change. Apple's retail chief reveals the future of its iconic stores
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