Apple Store 2.0 launched in Australia [Update]

Earlier this week we reported that Apple was rumored to launch an all new Apple Store design on Sunday just after the 10th anniversary of the opening of the first Apple Store. Well, it’s already Sunday in Australia and indeed Apple Store 2.0 has launched, providing an interesting new take on the retail store experience.

Mac Prices Australia is reporting that with Apple Store 2.0, all paper signs, cards and information have been replaced by fully interactive iPad 2s running an information-providing application, such as the one above. You can now easily view the features, pricing and other information about Apple products through these iPads which seem to be embedded in the wooden store tables.

Additionally, it appears that through these iPads you can press a button to call for assistance from an in-store Apple employee (which they name “Specialist”), similar to what you have in an airplane. It looks like the employees are also wearing special Apple devices on lanyards to respond to these calls, as indicated by pictures on these iPads.

This new store design is not particularly revolutionary, but it does make a store selling tech devices seem that bit more “techy” in the buying experience.

Update: A Japanese website has done a quick video tour of the new Apple Store look. Check it out below:

Image credit: Mac Prices Australia

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32 Comments

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"It looks like the employees are also wearing special Apple devices on lanyards to respond to these calls, as indicated by pictures on these iPads."

Nah, they just have your name and position (Specialist, Family Room Specialist, Manager, Genius, Creative, Expert etc.) as well as hold business cards and other miscellaneous snippets of store info if you need them for reference. This is all that mine has in it; business cards and the 'Apple Credo' (or as Crapple Store Blog calls it - 'the little book of lies') inside.

http://imageshack.us/photo/my-images/824/img1093wqq.jpg/

Strange how they have massive supply and demand issues with the iPad 2 so they use them as displays instead. No wonder nobody is able to get them... they are staying there as information boards. Would be better if they used old iPad 1 stock/refurbs for the mean time.

Simon- said,
Strange how they have massive supply and demand issues with the iPad 2 so they use them as displays instead. No wonder nobody is able to get them... they are staying there as information boards. Would be better if they used old iPad 1 stock/refurbs for the mean time.

These maybe returned iPad 2s from people rushing to buy the new XOOMs or PlayBooks :-)

alexalex said,

These maybe returned iPad 2s from people rushing to buy the new XOOMs or PlayBooks :-)

Yeah that sounds more like it....

People returning them because of the screen bleeding etc

alexalex said,

These maybe returned iPad 2s from people rushing to buy the new XOOMs or PlayBooks :-)

Yea because people are really running out in the millions to buy playbooks...

They are probably using the ones that have been returned with screen issues. Would be at least two from myself, while I'm still waiting for a third unit that actually has no issues

Lol. Don't we have like less than 10 in the country?

I hope the rumours about one being built at Chermside in Brisbane are correct. Why the hell Robina has one and Brisbane doesn't... just dumb.

Nashy said,
Lol. Don't we have like less than 10 in the country?

I hope the rumours about one being built at Chermside in Brisbane are correct. Why the hell Robina has one and Brisbane doesn't... just dumb.

There has been one at Chermside for a while?

Nashy said,
Lol. Don't we have like less than 10 in the country?

I hope the rumours about one being built at Chermside in Brisbane are correct. Why the hell Robina has one and Brisbane doesn't... just dumb.

Didn't the Chermside store open just a few months after Robina....late 2009?

voggers said,

Didn't the Chermside store open just a few months after Robina....late 2009?

Oh yeah. I had a dumb moment. I have been there before too. Carry on.

The things around their necks are name tags and they've had them for years. Nothing to see here people...

Here's my question...Are there restrictions to prevent someone from pressing the home button and going back to the main screen? That would be quite annoying or funny (depends on who u are) if all screens have nothing on them.

BlendedFrog said,
Here's my question...Are there restrictions to prevent someone from pressing the home button and going back to the main screen? That would be quite annoying or funny (depends on who u are) if all screens have nothing on them.

The iPad seems to be encased in some sort of plastic shell that would prevent this

Well, it's their hard- and software. If it was me, I'd simply change the funcionality of that button so that it takes you back to the Apple Store main menu. Should be quite easy to do.

This is actually pretty big news. This gives Apple a LOT of data on what people are looking for when they go to the store. I'm sure they're collecting data on what products people are looking at, what features they're searching for, what prices they're expecting, etc, etc. This is a pretty smart move by them and will give them a TON of data for their marketing department.

AFAIK they've always had those neck things (they hold business cards and other things) so, unless they've been upgraded, I don't think they provide any notification of assistance.

This will be interesting to see though. I'm somewhat intrigued by the concept.

mrp04 said,
So do they use an iPad 2 to show the price and features of the iPad 2 section?

Excellent question. I'm curious, too.

Xenon said,
OMG they changed the displays in their stores! This rates a front page story!

Why, is anyone else doing this right now in a computer store?

Interesting, the initial investment of so many iPads per store (especially when iPad 2 is still in short supply) is pretty heavy, but then going forward it makes introducing new products much simpler.