Apple’s new store in New York’s Upper East Side might be the most posh retail location the iPhone-maker has ever opened, but according to a new report, Jony Ive and Angela Ahrendts have tag-teamed some new design changes for other stores that will give them more of a ‘premium feel.’
Ahrendts revealed last week that Apple plans to renovate 20 existing stores in the U.S., including Apple’s iconic Fifth Ave store in New York, in an effort to ‘rethink designs.’ Part of the project will create more uniformity among stores’ accessory displays, reports Macotakara.
The redesign could bring some of the new elements found in the Upper East Side store to other stores across the country. Instead of displaying all available units on the show floor, the new store has fixtures that display accessories out of their boxes, with a handle underneath that can be pulled to reveal a drawer full of units available for sale.
Macotakara claims Apple plans to reduce the variety of products sold in stores, along with changing packaging as well so that it’s mostly white. The redesigns will allegedly start rolling out in July to make stores a better place to sell the Apple Watch, though some changes like better seating areas have already been popping up at stores across the U.S.