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Posts tagged with "apple store"

QuickTime VR and Spatial Computing

Source: Tabletops.

Source: Tabletops.

Soon, the world will get a glimpse of the Apple Vision Pro outside of the tightly controlled demos provided to a select number of people. As we wait for that moment, it’s worth taking a look back at QuickTime VR with Michael Steeber through his excellent newsletter, Tabletops.

QuickTime VR was a 3D image format that explored some of the spatial video concepts coming to the Vision Pro, albeit using CD-ROMs in 90s-era Macs. To show off the technology, Apple created a demo CD that included a virtual tour of the recently closed Company Store. Steeber got the tour up and running and shared some wonderful images and videos of Apple’s vision for VR 30 years ago.

The story is full of interesting details about Apple retail when the Company Store was all there was to Apple retail:

At the entrance to the store is a physical map of the space, like the kind you’d find at a trailhead or in a museum lobby. In the Performa department, a cutout of a child hanging upside down looms from the ceiling. Along the wall is a disheveled pile of AppleDesign Speaker boxes. In the Newton department, an entire wall is wrapped with a print of someone’s backside, toting a Newton in their jeans pocket.

One section of the store is filled with more than 700 software titles. In early promotional materials, Apple called this aisle “Technology Way,” which is so similar to the “Software Alley” in early Apple Stores that I can’t help but wonder if it was carried over.

Be sure to check out the latest issue of Tabletops to see QuickTime VR in all its glory and sign up for the newsletter while you’re there. It’s always a good read.


On the Future of Vision Pro Inside Apple’s Retail Stores

Earlier today in my Vision Pro story, I wondered about how Apple will showcase and set up the headset for customers in retail stores in the future.

For some excellent analysis on this topic, look no further than Michael Steeber’s latest issue of the Tabletops newsletter. Michael (who’s the leading expert on Apple retail stores) put together some fascinating thoughts on how Vision Pro could marketed and demoed inside the stores, as well as how the product compares to AirPods Pro and Apple Watch from a retail perspective.

Ultimately, the onus of ushering in the era of spatial computing will be on the Specialists and Creatives. The Vision Pro retail experience must be guided from end to end. Apple Stores started as a place to educate, and as technology faded to the background, customers began to intuitively understand their tools and seek out the Apple Store as a product destination. But visionOS is a fundamentally new paradigm that thrusts the role of education front and center once again.

These are just some of the many new challenges and opportunities Vision Pro will bring to Apple Stores. The dawn of spatial computing transforms far more than just the way we interact with software. This new category of device will impel Apple to reshape the retail experience around a more immersive, personalized environment. It’s an incredibly exciting moment.

Check out the concepts and details Michael posted here.


Explore Four Historic Apple Stores with The Apple Store Time Machine

Yesterday, Michael Steeber released The Apple Store Time Machine, a Mac app built with the Unity game engine that recreates four historically significant Apple Stores:

  • Tysons Corner, the first ever Apple Store
  • Sanford Shopping Center, a mini version of the Apple Store
  • Fifth Avenue, Apple’s flagship New York store
  • Infinite Loop, Apple’s on-campus store featuring exclusive merchandise

As Steeber explains, the free app, which also accepts user donations:

…is a celebration of the places and products that have shaped our lives for more than twenty years. This interactive experience recreates memorable moments in Apple history with painstaking detail and historical accuracy.

The detail of each of the stores in the app is really quite remarkable. Clearly, a lot of work went into getting the details just right.

The Apple Store Time Machine is available to download on Steeber’s website.

A Palazzo Reborn: Inside Apple’s Stunning New Store in Via del Corso, Rome

The grand staircase at Apple's new store.

The grand staircase at Apple’s new store.

Earlier today, Apple officially opened their new flagship retail store in Rome, Italy. Located on the popular Via del Corso street in the city’s historical center, the new store – which we previously covered here – is located in the historic Palazzo Marignoli, a 19th century building that has been renovated by Apple and painstakingly restored to its former glory.

I, along with our designer and photographer Silvia Gatta, was able to visit the Via del Corso store yesterday ahead of its grand opening to the public. Coincidentally, the occasion also marked the first time Silvia and I were able to visit the center of Rome free of red-zone restrictions since October 2019, when we took an amazing tour of Rome to demonstrate the iPhone 11’s camera capabilities before the pandemic hit our country in early 2020.

Besides the underlying sense of euphoria for seeing the Spanish Steps again and being around tourists for the first time in nearly 18 months, we came away impressed with what Apple has accomplished with its new Rome retail store. The Via del Corso store is an outstanding exercise in blending Rome’s rich architectural history with the modern reality of Apple’s computers and wearable devices – a challenge that the company didn’t take upon lightly, and which has, in fact, shaped the overall identity of the Via del Corso store.

Let’s take a look.

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Apple Prepares to Open Its Latest Flagship Store in Rome’s Historic Via del Corso Shopping District

Today, Apple took the wraps off its latest flagship store in the heart of Rome’s Via del Corso shopping district. The store is Apple’s first in Rome’s historic center, although the company has long had a presence in Rome and other parts of Italy, including another flagship store that was opened in Milan in 2018. The new Rome location isn’t open yet but will be soon.

As with many of Apple’s other flagship stores around the world, restoration of the historic location was spearheaded by the architectural firm Foster + Partners. The new store is located next to Piazza di San Silvestro, in the center of Rome within a short distance of landmarks like the Spanish Steps and Trevi Fountain.

Palazzo Marignoli, the building in which Apple’s new store is housed, has been carefully restored to its late 19th century glory. The palazzo once housed Caffè Aragno, a destination for writers, painters, and other creatives of Rome, a history that fits nicely with Apple’s vision of its flagship stores as destinations for creativity through technology.

In fact, you can see from the photo above, which was taken earlier today, that the window coverings say ‘Creativi dentro’ or ‘Creative inside.’ According to Apple, the message honors Rome’s rich cultural history embodied by Carrara marble, the predominant stone used in the store’s construction and the material that has been used by Roman architects and sculptors for centuries to create artistic masterpieces.

Six colors, Roman edition.

Six colors, Roman edition.

The same marble is incorporated into the Apple logo which weaves the company’s signature six colors into the veins of the stone. According to Apple, the logo symbolizes the fusion of Rome’s cultural history with Apple’s mission to provide tools that unlock everyone’s creativity with programs like those that will be led by Apple Creatives in the Via del Corso store when it opens to the public.

Alessandra Gatta contributed to this story with Italian-English translations.

Apple Card 0% Financing Option Now Available for iPad, Mac, Apple TV, and More

If you’re an Apple Card user, starting today purchases directly from Apple will offer a new payment option: 0% financing monthly installments using Apple Card.

Before today, 0% financing with Apple Card has been available for new iPhone purchases, but on a recent quarterly earnings call Tim Cook shared that the company was planning to expand that option to more product categories. One week before WWDC kicks off, Apple has launched that expanded array of financing options for its other products. If you live in the US – the only place Apple Card is currently available – then when using the Apple Store app or browsing the store at, you’ll see monthly payments as a new option.

Pay for new Apple products over time, interest-free with Apple Card. Just select Apple Card Monthly Installments when you check out.

New purchasing options for the 13-inch MacBook Pro.

New purchasing options for the 13-inch MacBook Pro.

The length of the 0% financing offer varies based on the product you purchase. Lower cost products such as AirPods and AirPods Pro offer 6-month payment plans, whereas more expensive products like iPads and Macs offer 12-month plans. Curiously, the Apple Watch is the one major product without financing options available.

Fun fact: thanks to Apple Card monthly installments you can now get a maxed-out rack-mountable Mac Pro for the low price of just $4,491.58 per month.

After the set period for 0% financing expires, the remaining balance of the product will be charged to your Apple Card and be subject to your standard interest rate.

I’ve had an Apple Card since the product first launched, and love it. Adding new, more flexible payment options for Apple purchases seems like a no-brainer new option, and I’m sure I’ll be using it for my next big purchase.

Apple Closes Retail Stores Outside Greater China Until March 27th and Outlines Steps It Is Taking to Protect Employees

Apple has released a statement from CEO Tim Cook about the company’s response to COVID-19. Among other things, the company is closing all of its retail locations outside Greater China until March 27, 2020. Cook said:

We will be closing all of our retail stores outside of Greater China until March 27. We are committed to providing exceptional service to our customers. Our online stores are open at, or you can download the Apple Store app on the App Store. For service and support, customers can visit I want to thank our extraordinary Retail teams for their dedication to enriching our customers’ lives. We are all so grateful to you.

Apple is also moving to flexible work arrangements for employees outside of Greater China, extending leave benefits, and paying hourly workers in line with business as usual operations.

Apple’s retail stores are often crowded, especially on weekends, so it’s good to see the company take these measures for the safety of its customers and employees.

Apple’s Reopened Fifth Avenue Flagship: A Photo Tour

Today alongside the launch of the iPhone 11 line and Apple Watch Series 5, Apple reopened its long-under-construction Apple Fifth Avenue retail location. First closed in January 2017 and relocated to a temporary space nearby, the new Fifth Avenue opens as the largest Apple Store in the world; it also remains the only location open 24 hours per day, 365 days per year.

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Apple Announces New Initiative to Support Device Repair Providers

Following news earlier this summer that Apple was partnering with Best Buy for expanded repair service, today the company has announced another initiative to make device repairs more accessible:

“To better meet our customers’ needs, we’re making it easier for independent providers across the US to tap into the same resources as our Apple Authorized Service Provider network,” said Jeff Williams, Apple’s chief operating officer. “When a repair is needed, a customer should have confidence the repair is done right. We believe the safest and most reliable repair is one handled by a trained technician using genuine parts that have been properly engineered and rigorously tested.”

Independent repair providers can join Apple’s new program at no cost, provided they have an Apple-certified technician on staff. Joining provides a variety of benefits:

Apple will provide more independent repair businesses — large or small — with the same genuine parts, tools, training, repair manuals and diagnostics as its Apple Authorized Service Providers (AASPs). The program is launching in the US with plans to expand to other countries.

Apple’s moves this summer to make authorized repairs more accessible from outside an Apple Store reflect the company’s struggles to keep up with accelerated repair demand from a growing user base. While repairs will likely always be a core element of Apple Stores, by pushing more people to third-party providers, Apple can perhaps make its retail locations less crowded and thus more pleasant to visit moving forward.