Ethan Carter
Apple is poised for a transformation as new CEO John Ternus steps into his leadership role. According to insights from Bloomberg’s Mark Gurman, one of the notable changes will be the reintroduction of the traditional Genius Bar in Apple Stores.
The term “Genius Bar” continues to be used by Apple for in-person tech support bookings at their stores. since 2016, Apple has moved away from the classic bar setup. Instead, stores like the Carnegie Library location in Washington, D.C. adopted a “Genius Grove” format. This area, adorned with ficus trees, serves as a space where Apple’s team of Geniuses provides individualized technical support and guidance. The design features long tables flanked by rows of stools, reminiscent of seating arrangements at popular fast-casual dining spots like Chipotle.
A contemporary report by Vindu Goel from the New York Times noted that the 2016 overhaul aimed to create “room to sit and more Apple customer service specialists to troubleshoot devices.” Angela Ahrendts, who was Apple’s Senior Vice President of Retail at that time, expressed the intention behind the change, stating, “We didn’t want it to feel like a store. We wanted it to feel like a town square — very open, and everyone invited.”
While this concept may have been deemed successful, many customers still reminisce about the Genius Bar. Commenters on various platforms appear to collectively yearn for the Genius Bar, not merely as a physical location but as a symbolic reference to a time when visiting the Apple Store was a unique and memorable retail experience.
In a nostalgic twist, Ternus is reportedly bringing back elements of the past, as noted by Gurman. “In many stores,” Gurman writes:
“Apple will replace the video walls with dedicated Genius Bars, marking a return to a familiar element from an earlier era. The design resembles the Genius Bars of the past but with an all-wood look.”
In the near future, additional changes are expected to enhance the Apple Store experience for those who may have lost interest. Reports suggest that the retail spaces will soon include redesigned areas along the far walls where customers can explore Apple’s upcoming line of revamped home assistant devices.
Daniel Mercer
