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Inside the New Apple Retail Store Design

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Tracy Rinehart
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You can buy an iPhone as you walk down The Avenue, enjoy a seminar with artists in The Forum, fix your laptop under the trees in the Genius Grove and get some training in The Boardroom.

The stores confounded early expectations and helped Apple become one of the most admired consumer brands in history.

The reboot was led by design chief Jony Ive and Angela Ahrendts, who worked at Burberry before joining Apple two years ago to run the retail operations.

If the concept works as designed, you'll buy into Apple's ecosystem of hardware, content and services—at least for another few years.

Visitors will be able to enjoy the show from a few dozen wooden and leather stools designed by Ive's elite unit.This space extends Apple's push to attract business customers that has seen the company team up with Cisco, SAP and IBM in recent years.

The San Francisco version is also home to a fountain by local sculptor Ruth Asawa.When Apple reported slowing iPhone sales earlier this year, Chief Financial Officer Luca Maestri said customers weren't upgrading their handsets as quickly as they once did.

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