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Apple's new store has a tree-lined 'Genius Grove' and a fitting room for iPhone cases

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Justin Cornell
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Credit: Apple

Apple s main flagship store in San Francisco, the one at 1 Stockton Street, has never been a particularly nice place.

It opens to the public this Saturday, and on Thursday, retail head Angela Ahrendts showed off the store to journalists, unveiling several new design elements.

Some just seem like rebrandings: The space for educational workshops is now called The Forum and has a really big video screen, and the off-the-floor space where Apple reps help business customers is now called The Boardroom.

Although night owls beware: Union Square isn t the most inviting place in the middle of the night.

Goodbye, Genius Bar applestore @AngelaAhrendts pic.twitter.com/zD7W2UFYQi

— Shara Tibken @sharatibken May 19, 2016

This might be one of those things you have to experience to figure out if there s any benefit.

Apple Stores already lack a checkout—instead you flag down an employee with a handheld point-of-sale system—so having a desk for the Genius Bar at least gave the store that little bit of structure.

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