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A peek behind the curtain at the Apple Store

iPhone Repair Machine Photo

There is nothing quite like the feeling one gets for a brief moment when an iPhone slips out of a user’s hand or off a table and tumbles to the ground. Shattered iPhone displays translate to easy money for repair shops though, and now Apple wants a bigger piece of the action. Reports confirmed earlier this week that Apple will begin fixing broken iPhone screens inside its Apple Stores for $149, and the 512 Pixels blog has published a leaked photo from behind the scenes at an Apple Store, revealing the machine that Geniuses use to wrap up the process of swapping out a broken iPhone display.

512 Pixels says that iPhone repairs are now a “top priority” for Apple Store employees, and it notes that some Geniuses will work on nothing but repairing broken iPhones for a portion of their shifts. “We’re bringing China to the Genius room,” an unnamed Apple Store worker told the blog.

Despite the fact that its products now leak more regularly than devices and services from any of its rivals, Apple is known for putting a great deal of time and resources into keeping everything it does behind closed doors a secret. As such, it’s always interesting when we get a peek behind the curtain.

The leaked image follows below.

Zach Epstein

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.