Archive · 13 Sep 2026
Apple Plans Major Retail Store Overhaul and Gaming Controllers
Apple is reportedly changing how many of its stores look and work.
Some stores may be renovated, moved or closed.
Newer designs could bring back special Genius Bar areas for customer help.
Large video screens may be removed and replaced with wooden service counters.
Areas for collecting online orders and attending Apple classes may be reorganized.
Apple also plans to improve spaces used by employees.
Store workers may have stricter rules before opening and may applaud when the first customers arrive.
Separately, Apple is reportedly making gaming controllers for iPhones under the Beats name.
Apple reportedly plans to accelerate renovations, relocations and closures across its retail store network.
Redesigned stores may feature revamped Avenues, dedicated pickup and Today at Apple areas, and returning Genius Bars.
Large video walls are expected to be replaced by all-wood Genius Bars with accessible counters and integrated storage.
Apple is reportedly tightening employee expectations for pre-opening meetings and store openings.
The company is developing iPhone gaming controllers under its Beats brand, according to Mark Gurman.
- Who
- Apple, with plans reported by Bloomberg journalist Mark Gurman.
- What
- A reported overhaul of Apple’s retail stores, along with development of Beats-branded gaming controllers for the iPhone.
- When
- The store changes are expected to roll out over the next several years; the controllers have reportedly been in development for more than a year.
- Where
- Apple stores internationally and newly opened locations; the controllers are intended for iPhone users.
- Why
- Apple is focusing on renovating, relocating and selectively closing stores while updating the retail experience and pursuing the mobile gaming accessories market.
- Retail strategy
- Apple is reportedly becoming more selective about opening stores and focusing on renovations, relocations and closures.
- Store design
- Planned changes include revamped Avenue sections, dedicated pickup and Today at Apple areas, and returning Genius Bars.
- Video walls
- Many stores may replace large video walls with redesigned all-wood Genius Bars.
- Employee areas
- Back-of-house spaces and employee break rooms are also planned for upgrades.
- Employee expectations
- Staff may be expected to stand, avoid drinks and personal devices, and remain engaged during pre-opening meetings.
- Gaming accessories
- Apple is reportedly developing iPhone gaming controllers under the Beats brand.
- Testing and rollout
- Apple has reportedly tested the new store designs internationally and plans a broader rollout over several years.