What: our partner GDR reports a new store format for Apple.

Why it is important: a radical innovation in terms of square footage, implying a strong organisation beneath.

IADS’ partner intelligence consulting firm GDR reports the opening of a new Apple store format, the Express stores, across UK and US. They are considerably smaller than the flagships and propose only 2 services, pick up online orders and advice from the Genius bar.

Interestingly, they have been rolled over not only existing locations with a separate entrance but also in standalone sites. Interestingly enough, the pick up service supposes a strong logistical supply chain beneath to sustain the process.

Apple launches Express store format for appointments and collections