Apple unveils the "future of retail" in new San Francisco store

Technology

Apple unveils the “future of retail” in new San Francisco store

The new location, opening this Saturday, has “forums” and “groves” rather than aisles or counters, and Apple wants entrepreneurs to cluster in its “board rooms." It’s a far cry from the Apple Store that Steve Jobs first introduced back in 2001. The store features a gigantic video screen and 42-foot sliding glass doors that can open to the street. But maybe the most interesting thing is the very low-tech change to the Genius Bar, which now has a whole new name. Apple’s been adding plants and natural elements to its stores for the past year, but now the company’s announcing that live trees are a crucial part of its plan for the Genius Bar, home to Apple’s expert technicians and shoppers panicking about their pricy busted Apple products.

The Genius Bar also got an upgrade; it’s now become the ‘Genius Grove. Live ficus trees are meant to inspire peace, an antidote to the frustration of broken gadgets.

Women’s Wear Daily.