Apple shakes up its physical retail locations in the U.S. and U.K.

Apple shakes up its physical retail locations in the U.S. and U.K.
Apple shook up its physical retail locations in the U.S. and U.K. during the weekend by adding new positions and renaming current job titles. It also is changing the names of certain areas of its stores. No longer is the sales floor going to be referred to as the "Red Zone." It is now called the "Product Zone." The back of the store, formerly called the "Back-of-House" will now be known as "Backstage."

Those working in the stores are also going to have new titles. "Back-of-House Specialists" and "Inventory Specialists" are now "Operations Specialists" and "Operations Pros."  "Business Specialists" are now "Business Experts." 

In the U.S. and U.K., Apple is adding three new positions in its stores. The Pro is considered to be the most knowledgeable about Apple devices. These employees are ranked above Expert. Above Creative is a new position called Creative Expert. And a Technical Expert is a store employee who is able to work on mobile repairs, and troubleshoot software issues on the Apple Watch and other products. With this new position added, wait times for repairs and support should be reduced.

Apple is also renovating stores using the design employed on all new locations opened since the middle of last year, The company has 30 stores open with this design. And just the other day, we told you that Apple has changed the name of its retail locations, removing the "Store" part of the name. For example, Apple's flagship store will now be known as "Apple Union Square."

Lastly, Apple's retail credo has been changed. Consider this a "way of life" for Apple's retail employees, with this credo giving them instructions on how to act.


Apple is hoping that by adding the new positions it improves the shopping experience for U.S. and U.K. customers. If the changes go over well with shoppers in those markets, they could be put into place throughout the remainder of Apple's retail empire.

source: MacRumors

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11 Comments

1. WillieFDiaz

Posts: 127; Member since: Dec 22, 2010

Sounds like a pointless and costly change.

10. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Change is constant, many times is good. Why does stuff have to be the same all the time?

2. Fona13A unregistered

In other words picky, picky, and pretentious.

3. nebula

Posts: 1009; Member since: Feb 20, 2015

At one point I had many Products as well as windows . I was using windows PC with apple keyboard which is compact and quality. However at apple stoe they had no idea how to get £ symbol working again. To this idea I don't know how to enable it. Since my experience is hybrid I think Apple should also have versitale experts that could answer such question because look on they face was like fish in the water tank .

5. sgtdisturbed47

Posts: 969; Member since: Feb 02, 2012

It's not just you. It took me 2 weeks and 4 different "AppleCare Senior Advisors" to get a replacement iPad Pro 9.7" when the headphone jack failed. Just recently a customer of mine went to the Apple store and they told him that the proximity sensor is part of the digitizer, and if it fails the touch function fails. Yep. Giving that guy a new title won't help.

4. Jimrod

Posts: 1605; Member since: Sep 22, 2014

Yeah this sounds like language f**kery for no reason, probably the retail "expert" lady Apple hired from Burberry trying to do something to justify her pay packet. FYI Apple - Pro means Professional, something you do as a paid occupation, it doesn't mean you (or the product) is better just by slapping the title on. All Apple employees are Apple Pro's, stop f**king with the language to be trendy. Cunts.

6. Finalflash

Posts: 4063; Member since: Jul 23, 2013

They've been trying to do this slowly for years and have now just gone full retard to do it ostentatiously. They have been trying to make everything they do symbolic, like calling THE iPhones and THE iPads just "iPhone" and "iPad" (honestly the most cringe worthy part of their keynotes). It is a reactionary move I think, not just one person trying to have their way. They are reacting to decreasing sales and increasing competition not by improving their product, but instead pushing their retail staff harder and cutting costs/corners. This is how they will eventually decline if they don't actually get their act together and somehow actually innovate.

7. TerryTerius unregistered

Although I think both of you are kind of underestimating the power of words, your conclusion about Apple's potential fate is spot on. Insofar is what I mean about words, simply changing the title of something can have a profound effect on the way it is perceived. Frank Luntz would be a good example of this, who single-handedly changed the way the Republican Party talks about certain issues like climate change in order to make it sound like fiction.

8. Finalflash

Posts: 4063; Member since: Jul 23, 2013

No doubt you're right, words do have power. But if they were doing this and leading from the front product wise, there would be no issue here. The problem is that they are at the forefront of all the pretentious crap, but when it comes to actually providing value they are the last in line.

9. TerryTerius unregistered

I think that slightly depends on how you define value, but yep. You're right.

11. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

These guys are trolls. They know nothing about business. These are guys who were fooled over words like "Retina Display" and "3D Touch" that isn't even 3D. But yet the are complaining about store changes? These guys are just inconstantly dumb!

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