Apple to test out double-row Genius Bar as part of ongoing Apple Store changes

in General Discussion edited January 2014
A New Jersey Apple Store will reportedly be the first in the chain to build a double-row Genius Bar as the company experiments with new in-store layouts to alleviate overcrowding.

According to blog ifoAppleStore, the Garden State Plaza Apple Store, which opened in 2006, will be trying out the new arrangement when it moves to a larger space that will nearly triple the store's square footage.

Sources say the new setup will consist of two Genius Bars aligned parallel to the rear wall, allowing "360-degree access" to Apple staff. Apple is said to be making tweaks to its brick-and-mortar retail outlets in attempts to cope with an increasing number of visitors and subsequent raised customer demand.

Garden State Plaza Apple Store
Garden State Plaza Apple Store. | Source: Apple

The Garden State addition is one of a number of changes Apple has made to the Genius Bar's layout in recent months, the first being a "floating" unit in California which is arranged perpendicular to the rear wall, while a Washington location opened two weeks ago with an unusually long version that extended nearly the entire width of the store. According to the publication, the Apple Store in Amsterdam hold the record for the longest Genius Bar, with a single 82-foot long table placed in front of a 165-foot wall.

Apple Stores have been in the news recently as new Senior Vice President of Retail John Browett reportedly made a number of cutbacks in a supposed push for larger profit margins.

In the quarter ending in June, Apple's retail stores raked in $4.1 billion, an increase of 17 percent from one year prior. Nine new Apple Stores were opened during the quarter, bringing the total up to 373 worldwide, with per store revenue hitting an average of $11.1 million.


  • Reply 1 of 6
    Double row genius bars? It was only last month when Apple was said to be reducing retail staff levels. Browett writing his wrongs here.
  • Reply 2 of 6
    jb510jb510 Posts: 124member
    I wonder why they're so disposed towards bigger stores rather than more stores...

    Is it the perception a big crowded store conveys? Is it cost efficiency?

    Apple has always been very personal and large stores just seem counter to that... even if Apple manages to keep it very personal with the amazing amount of staff on hand...
  • Reply 3 of 6
    The Garden State Plaza store is really small. Most times you can't even get in the door. They need more space. Glad to hear this.
  • Reply 4 of 6
    paxmanpaxman Posts: 4,616member
    Loose Browett. He makes me very nervous.
  • Reply 5 of 6
    kolchakkolchak Posts: 1,398member

    I vote for a "Cheers"-style Genius Bar, an island right in the middle of the store with 360 degree access. Norm!

  • Reply 6 of 6
    simtub wrote: »
    Double row genius bars? It was only last month when Apple was said to be reducing retail staff levels. Browett writing his wrongs here.

    I'm starting to wonder if this was Browett or if, like Mansfield, he's just taking the fall for someone else's work

    Consider that according to that leaked audio he's only been at Apple for about 4 months. It is possible that the 'bad math' came from someone else perhaps using last summer as their guide etc
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