![]() ![]() Even the term “Apple Store” will fall away as the company converts about 5 percent to 10 percent of its locations each year, with about 30 being complete by last summer as CambridgeSide closed. ![]() “We want to be more like a town square,” Angela Ahrendts, Apple’s retail chief, has said. Some Apple Store uses will be familiar even after the update, though: Products will be arrayed in a seasonally changing display called “The Avenue,” and the Genius Bar will be converted to a “Genius Grove” where help is dispensed under indoor trees. But fewer devices are selling, and retail itself is changing as the Internet and package delivery evolves. The changes have been widely discussed in tech media.Ĭompany figures say the stores attract more than 1 million customers per day around the globe and that in the United States, no retailer beats Apple Stores for sales per square foot. ![]() “It is bigger,” said Melissa LaVita, marketing director of the mall, on Thursday, but she was unable to say exactly how much bigger, deferring questions to Apple publicists.Īpple is moving to make many of its stores bigger – it has 490 retail stores, with 269 of them in the United States – as it revamps its philosophy to de-emphasize pure retail and focus more on the experience and environment, with more classes and events held in a “forum” and a “boardroom” where members of Apple’s Business Team will offer advice and training to small-business customers. Apple has taken over CVS’ space and is adding 1-37, which was once occupied by a Roster sportswear shop. The mall’s CVS was in its 1-36 space, but has moved into Apple’s old space at 1-35. ![]()
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