Apple Shifts From Genius Bars to Genius Groves, Hoping Patrons Linger

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Goodbye, Apple Genius Bar. You are being replaced by a tree-filled Genius Grove, which will have more room to sit and more Apple customer service specialists to troubleshoot devices.

“We didn’t want it to feel like a store. We wanted it to feel like a town square — very open, and everyone invited,” Angela Ahrendts, Apple’s senior vice president of retail and online stores, told reporters invited to Thursday’s preview.

The idea, Ms. Ahrendts said, is to make the Apple store a destination, not just a place to shop.

“We want people to say, ‘Meet me at Apple,’” she said. With more open space and places to sit, including wooden cubes and large leather medicine balls, customers will be able to linger.

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