The Dramatic Makeover of Apple's Retail Stores

Entertainment, relaxation, and a few iPhone sales too.

- Don Reisinger

APPLE IS THINKING DIFFERENT—AGAIN. This time, the tech giant wants to revolutionise the havens where it hawks its wares by making them destinations for far more than just gadgetry. Since 2014, retail chief Angela Ahrendts and design chief Jony Ive have been collaborating to revamp the wildly lucrative Apple Store, its glassy temple for iPhones, iPads, Macs, and Watches.