2023-08-28 21:52:44
Two interesting charts published by Michael Steeberexpert Apple Storesshow interesting data on the opening of new stores by Apple over the last few years. Spoiler: the company is investing less and less in new ventures.
In all, Apple opened five new stores in the first eight months of 2023. This number, it should be noted, may even be considered reasonable if we consider the fact that only six stores were opened throughout the year 2022, eight in 2021 and two in 2020 — this one, marked by strong restrictions amid the COVID-19 pandemic.
In any case, the number of new stores opened is very low if we consider the scenario built up to 2016, the year in which Apple opened more than 20 new stores. Already that year, the company was once once more fully committed to rebuilding and relocating existing stores, to the point that, in 2017, the number of relocations jumped to practically three times that of new constructions.
In 2018 and 2019, reallocations continued to rise (and the number of new stores, falling), but the highlight was the reconstructions. There was a growing trend within Apple that aimed to replace stores with a classic look (inspired by the design of the Power Mac G5) with more modern spaces.
After the pandemic, however, Apple not only stopped investing heavily in these reconstructions – only four stores have been rebuilt since 2020 – but also started to adopt a new strategy for these classic establishments. Rather than a complete overhaul in design and structure, these Apple Stores have seen more behind-the-scenes changes.
Apple, in a sense, started to focus only on one-off renovations, such as investing in more affordable bathrooms, more repair rooms and offices, as well as expanding inventory rooms. Some of them even gained new floors, tables, counters, Genius Bars and mechanical updates — but the “carcass” remained the same.
Although the customer who visits such stores often does not see such changes, the work behind the scenes is quite intense and must be reflected in the quality of service. And the trend tends to be maintained, since Apple, according to Steeber, would be spending millions of dollars to continue with the process of restructuring these classic Apple Stores in the coming years.
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