New Apple Store design changes prioritize a straightforward shopping experience

Apple is evolving its in-store shopping experience with signage and display fixtures that remove ambiguity and encourage increased hands-on interaction with products. New designs that have been spotted in multiple locations reflect the changing requirements of busy stores and appear to address common customer needs.

iPhone display tables in Apple Stores are traditionally arranged with rows of devices grouped by model. Specifications for each device like capacity, color, and upgrade options are presented through a Pricing app on each phone. Now, new signs placed on the face of each table group the iPhone XS, XS Max, and XR, offering a quick list of specifications and pricing to compare.

Pictured at San Francisco’s Union Square store, these signs keep basic information accessible at all times while trying a device and should reduce the workload of staff fielding questions from customers who are trying to understand the differences between each model. These signs do not appear to have rolled out to all stores at this time and are limited to the iPhone tables at Apple Union Square.

Apple Store iPhone Pricing Signs

Apple Store iPhone XS Pricing Signs

Apple Union Square

New Apple Watch merchandising has also been spotted. Tables have been redesigned to streamline the process of exploring and trying on watch bands. Most Apple Stores currently offer two watch display tables. The first features a sunken display cabinet with LED lighting and rows of watches inaccessible to customers under a glass panel. The second table features leather mats for trying on watch bands, floating inventory of popular or new band styles, and a raised collection stand with various watch models. Last fall, some locations replaced their original plastic displays with smaller wooden stands that also accommodate two trays for watch bands.

Apple Watch Collection Table