Apple stores prepare for iPhone and Apple Watch launches with new graphic panels, 3D feature bays

Ahead of next Friday’s iPhone and Apple Watch launches, Apple is rolling out fresh new artwork and eye-popping displays to its retail stores. Vivid graphic panels promote the upcoming iPhone XS, iPhone XR, and Apple Watch Series 4, while feature bays showcasing Apple services, apps, and third-party accessories are headlined by unique new molded iconography.

Apple swaps out store artwork seasonally, typically highlighting recent products or significant campaigns like Shot on iPhone and artwork created on the iPad. Displays were most recently refreshed in June to advertise the Celebrate Creativity initiative. A collection of creative Today at Apple sessions supplemented graphic panels designed by select artists.

Seen primarily in classic stores without avenue display cases, September’s new imagery represents an opportunity for Apple to spotlight its first redesigned hardware products since the HomePod and PRODUCT(RED) iPhone 8 and 8 Plus this past spring.

Apple Upper West Side. Photos: Christopher Ward.

Numerous configurations of graphic panels detail the iPhone XR’s colors and the three stainless steel finishes offered on the iPhone XS. The Apple Watch Series 4 shows off new faces and finishes, including the highly-customizable Infograph face.