Apple is accelerating its retail store refurbishment program, shifting focus from rapid expansion to renovating existing locations worldwide. According to Mark Gurman in Bloomberg's "Power On" newsletter, the revamp targets three key areas: the Avenue, Genius Bar, and pickup counters.

Two new Avenue sections will debut: one for online pickups featuring a 10-foot wooden bay with secured drawers and an Apple logo, and another for Today at Apple sessions with a similar wood design resembling an oversized TV. Both include dedicated tables for staff interactions.

Large video walls will be removed to make room for new all-wood Genius Bars with dual counter heights for accessibility, storage drawers, and product posters. The Tysons Corner Apple Store, refurbished in 2023, exemplifies this design with a long wooden Genius Bar along one wall. Changes will integrate seamlessly with existing store aesthetics.

Staff-facing updates include new break rooms, updated back-of-house areas, and stricter morning meeting rules prohibiting devices and requiring standing. Employees must also applaud the first daily customers. Testing is underway with broader rollout planned.