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Four days earlier, then CEO Steve Jobs briefed journalists-bloggers, bwahaha, no-across the way at upper-scale Tysons Galleria. I was there, covering the event for CNET News. In addition to enhancing Apple Store features, Ahrendts has re-organized the Apple Retail management team and increased communication with retail employees in the field by way of weekly video messages.Fifteen years ago today, the first Apple Store opened at Tysons Corner Center in McLean, Va. Ahrendts joined Apple in 2014 after being the long-time CEO of Burberry. Alongside design chief Jony Ive, Ahrendts is also working on a more substantial redesign of the Apple Retail Store. The new Concierge marks yet another significant retail experience change from Ahrendts, who has already introduced new employee attire, a new emphasis on China, and plans for selling and guarding the jewelry-like Apple Watch. Apple has piloted the updated process, dubbed by some employees as “the new customer journey,” in select markets on a small-scale in recent months.

However, with the SMS-based system, realtime feedback and interactivity will be provided without the need for additional hardware.įor the time being, Apple Store Genius Bar appointments that are booked online will remain mostly unchanged and will not gain the text message-based system that will replace walk-in appointments.

Apple Stores will operate essentially like restaurants that provide diners with pagers and wait times instead of holding empty tables while people are waiting. This will likely reduce crowding in the Apple Store and possibly fatigue from waiting customers. Multiple Apple employees have called the new feature one of the most significant changes to Apple Store operations in several years, as it allows customers to request support on the spot, shop elsewhere inside of the mall, and then return when the store is ready to service them.
