Apple Retail Employees Vent Frustrations About Stores Becoming Less 'Shopper-Friendly' in Recent Years

A new article by Bloomberg has highlighted some customer and employee frustrations with the state of Apple's retail business, particularly in the wake of changes introduced by former retail chief Angela Ahrendts. According to some current and former Apple employees, the retail stores have become more focused on branding than satisfying shoppers, leading to more complaints lodged against some stores.

apple bangkok store opening interior 11072018
Ahrendts left Apple last month after first joining the company in 2014, and Apple executive Deirdre O'Brien has succeeded Ahrendts in the retail position. The shake-up happened as Apple's retail business faces more and more issues alongside slowing iPhone sales.

O'Brien is now tasked with revitalizing Apple's retail business, even if that means moving away from the idea of Apple retail stores as social gathering places, which was the initiative spearheaded by Ahrendts. The former retail chief built stores with less clearly defined locations for checking out and speaking to Apple's Geniuses, in an effort to promote the company as a luxury shopping brand amid the launch of the first Apple Watch and its $17,000 Apple Watch Edition models.

According to Bloomberg's sources, this led to customer confusion and was accompanied by other issues, like less skilled employees and the removal of the traditional Genius Bar at some stores.

The overhaul of the Genius Bar has been especially controversial. Customers looking for technical advice or repairs must now check in with an employee, who types their request into an iPad. Then when a Genius is free, he or she must find the customer wherever they happen to be in the store. Ahrendts was determined to get rid of lineups, but now the stores are often crowded with people waiting for their iPhones to be fixed or batteries swapped out.

Apple was “trying to streamline things,” says one employee, “but in the process made things more difficult for some customers.”

One former Apple executive said that O'Brien is looking to borrow from the past and break up Apple stores into more clearly defined sections. These include areas that promote Apple's growing services business, like Apple Music and Apple TV+. A few employees speculated that she will also bring back the original Genius Bar.

To help boost sales in the interim, Apple has begun offering discounts on iPhones, cheap financing, trade-in offers, and more. These offers were seen around the world, including specific promotions in Australia and China, with Apple typically e-mailing customers about the limited-time discounts. In the United States, Apple even updated its website to promote a monthly payment option for iPhone XR and XS trade-ups.

The first Apple retail store that will open under O'Brien will be the Carnegie Library location in Washington, D.C. on May 11. As of now, Apple still sees its stores as communal gathering places. According to CEO Tim Cook, "We should probably come up with a name other than 'store,' because it's more of a place for the community to use in a much broader way."

Visit Bloomberg to read the full article: "How the Apple Store Lost Its Luster".

Popular Stories

AirPods Pro 3 Mock Feature

AirPods Pro 3 Just Months Away – Here's What We Know

Friday April 18, 2025 5:16 am PDT by
Despite being more than two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. With AirPods Pro 3 widely expected to arrive in 2025, prospective buyers now face a familiar dilemma: snap up the proven...
CarPlay Hero

Apple Releases Wireless CarPlay Fix

Wednesday April 16, 2025 11:28 am PDT by
If you have been experiencing issues with wireless CarPlay in your vehicle lately, it was likely due to a software bug that has now been fixed. Apple released iOS 18.4.1 today, and the update's release notes say it "addresses a rare issue that prevents wireless CarPlay connection in certain vehicles." If wireless CarPlay was acting up for you, updating your iPhone to iOS 18.4.1 should...
iphone 16 pro models 1

17 Reasons to Wait for the iPhone 17

Thursday April 17, 2025 4:12 am PDT by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models simultaneously, which is why we often get rumored features months ahead of launch. The iPhone 17 series is no different, and we already have a good idea of what to expect from Apple's 2025 smartphone lineup. If you skipped the iPhone...
Beyond iPhone 13 Better Triad

Apple's 20th Anniversary iPhone May Finally Go All Screen

Tuesday April 15, 2025 6:31 am PDT by
Apple is preparing a "bold" new iPhone Pro model for the iPhone's 20th anniversary in 2027, according to Bloomberg's Mark Gurman. As part of what's being described as a "major shake-up," Apple is said to be developing a design that makes more extensive use of glass – and this could point directly to the display itself. Here's the case for Apple releasing a truly all-screen iPhone with no...
maxresdefault

iPhone 17 Pro Launching Later This Year With These 12 New Features

Sunday April 13, 2025 7:52 am PDT by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. Subscribe to the MacRumors YouTube channel for more videos. Below, we recap key changes rumored for the iPhone 17 Pro models as of April 2025: Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and ...
iOS 19 Roundup Feature

iOS 19 Will Add These New Features to Your iPhone

Tuesday April 15, 2025 7:37 am PDT by
The first iOS 19 beta is less than two months away, and there are already a handful of new features that are expected with the update. Apple should release the first iOS 19 beta to developers immediately following the WWDC 2025 keynote, which is scheduled for Monday, June 9. Following beta testing, the update should be released to the general public in September. Below, we recap the key...
top stories 2025 04 19

Top Stories: iPhone 17 Pro Rumors, CarPlay Bug Fix, and More

Saturday April 19, 2025 6:00 am PDT by
This week saw rumor updates on the iPhone 17 Pro and next-generation Vision Pro, while a minor iOS 18.4.1 update delivered not just security fixes but also a fix for some CarPlay issues. We also looked ahead at what else is in Apple's pipeline for the rest of 2025 and even the 20th-anniversary iPhone coming in 2027, so read on below for all the details on these stories and more! iPhone 17 ...
tvOS 18 Thumb 1

Apple Releases tvOS 18.4.1

Wednesday April 16, 2025 10:04 am PDT by
Apple today released tvOS 18.4.1, a minor update to the tvOS 18 operating system that came out last September. tvOS 18.4.1 comes two weeks after Apple released tvOS 18.4, and it is available for the Apple TV 4K and Apple TV HD models. tvOS 18.4.1 can be downloaded using the Settings app on the ‌Apple TV‌. Open up Settings and go to System > Software Update to get the new software....
Apple TV Plus Feature 2 Magenta and Blue

Apple TV+ Available at Significantly Lower Price Until Next Week

Friday April 18, 2025 11:42 am PDT by
Apple TV+ is currently available at a much lower price than usual, but time is running out if you want to take advantage of the offer. In the U.S., new and qualified returning customers can subscribe to Apple TV+ for just $2.99 per month, for three months. Afterwards, regular pricing of $9.99 per month applies. The offer is available in the Apple TV app, and at tv.apple.com, through April...

Top Rated Comments

Digital Dude Avatar
78 months ago
The open air store layout is chaotic, cold and dysfunctional. Employee knowledge of products has dropped significantly in recent years.
Score: 102 Votes (Like | Disagree)
B4U Avatar
78 months ago
And when people criticize her bad decisions, they are labeled as misogynists just because the bad decisions are made by a woman.
But the fact is, the decisions themselves are simply bad no matter who made them.
Score: 94 Votes (Like | Disagree)
magbarn Avatar
78 months ago
Exactly, Apple stores have gone downhill when Ahrendts had control...
Score: 87 Votes (Like | Disagree)
Scottsoapbox Avatar
78 months ago
Ah corporate America, where one executive gets a bonus for changing something and the next executive gets a bonus for changing it back. :rolleyes:

But change is often confused with progress in both corporations and forums. o_O
Score: 81 Votes (Like | Disagree)
The Phazer Avatar
78 months ago
Finally, someone might do something about the fact it's actually quite hard to walk into an Apple Store and just buy something.
Score: 48 Votes (Like | Disagree)
haruhiko Avatar
78 months ago
Less and less third party accessories, more and more pointless expensive stuff, tens of versions of old and new iPad, iPhones and MacBook scattered across tables, nobody knows which one is the latest version. A bulk of store area is used to place... stools on it with random kids and grandmas sitting on it doing nothing, with a giant crazy screen playing nonsense ads. Noisier than a market. Extremely difficult to find someone to help, even for checking out. What is a Genius Bar? Apple Store's service has never been this bad before 2015 or so. These 2-3 years has negated the good reputation of the Apple Store built up in decades.

And god damn it I cannot return any goods in Hong Kong's Apple Stores since 2017. WTF? Tim Cook may care about your privacy but he never cares about Apple Store's service.
Score: 36 Votes (Like | Disagree)