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Apple revamps retail stores for 10th anniversary [video]

Zach Epstein
May 23rd, 2011 at 7:50 AM

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 has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.

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