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Apple revamps retail stores for 10th anniversary [video]

Updated Dec 19th, 2018 7:15PM EST

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We all knew something was up, and over the weekend Apple took the wraps off what is being called “Apple Store 2.0,” a revamp that includes various new niceties. The changes, which coincided with Apple’s 10th retail anniversary, involve both consumer facing changes and behind-the-scenes tweaks that will combine to improve an already unique retail experience. Most notably, perhaps, are the thousands of iPad 2 units that have replaced paper signs and info cards next to Apple’s demo devices spread throughout the stores. Each iPad is interactive and features info about the product it accompanies, and there is also a “Specialist” button that will allow perusers to call a sales rep over for help or to make a purchase. These new iPad 2 displays won’t perform any other function — at least, not that the typical shopper can access — and they’re encased in acrylic enclosures to prevent people from walking off with them. Hit the break for a video of the new setup in action.

Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content. Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment.

His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.