Apple is rolling out a three-pronged store revamp as part of an accelerated renovation program, aiming to shift away from the Angela Ahrendts-era design toward a more traditional retail and service-focused experience.

The redesign rewrites Avenue layouts to prioritize online order pickups and Today at Apple sessions, while moving away from large video walls to a more conventional retail feel.

Two additional Avenue changes relocate pickup activities to the store sides within 10-foot bays and create a dedicated Today at Apple bay with a prominent display and secure device storage.

The article invites reader engagement and cites Bloomberg’s Power On newsletter as the source, dated September 13, 2026.

The shifts reflect a broader move from a community-focused, experiential design to a traditional retail and service-driven model.

Beyond stores, Apple is developing gaming controllers for the iPhone under the Beats brand to compete in mobile gaming accessories, a project active for more than a year.

Overall goal is to realign stores to emphasize traditional retail, service, and fulfillment functions rather than oversized video displays or experiential layouts.

Tests of the redesigned formats are already underway internationally, with a multi-year rollout planned for renovated and newly opened stores.

New and renovated locations will feature all-wood Genius Bars with accessible counter heights, integrated storage, upgraded back-of-house areas, and better employee break rooms.

A third change brings back dedicated Genius Bars, replacing the former Genius Grove; the new setup includes an all-wood aesthetic, two counter heights for accessibility, behind-wall storage drawers, and prominent product posters.