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Apple unveils new store design in San Francisco

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Sam Gibson

REUTERS/Noah Berger

Reuters - Apple Inc unveiled a new vision for its hugely successful retail stores on Thursday, aiming to give shoppers the experience of setting foot in the headquarters of the company credited with inventing the smartphone.

Speaking at a media event in San Francisco on Thursday, Apple executives offered a sneak peak of a new store that features design elements that will later roll out to more locations worldwide, including new spaces for socialization and collaboration.

The makeover follows Apple's first-ever decline in iPhone sales and its first revenue drop in 13 years in an increasingly saturated market.

While the redesign includes plenty of glass, metal and blonde wood – the sleek materials shoppers have come to associate with the company – it also borrows features from Apple's hotly anticipated new headquarters in Silicon Valley, which is set to open early next year.

Much of the furniture is identical to that Apple employees will find in the new campus, including tables designed in part by Jonathan Ive, Apple s chief design officer.

The Apple Store is the envy of many in the retail world, with the highest sales per square foot in the industry, but some say the stores have lost their edge since the first one opened 15 years ago.

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