Apple broadens ‘Express’ shop strategies ahead of iPhone 12 launch

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Apple’s shops are altering in the middle of the coronavirus.


Óscar Gutiérrez/CNET

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Apple is broadening a brand-new shop style suggested to assist safeguard staff members and buyers ahead of an anticipated huge iPhone 12 launch. The brand-new format, called “express,” puts plexiglass-protected sales counters in front with a wall of devices and items behind them. Customers then schedule visits to get orders or repair their gadgets.

The brand-new style will likely assist the tech huge browse handling its shops throughout what’s anticipated to be a hectic vacation shopping season. Apple, which has actually been evaluating the brand-new style in some shops, didn’t right away react to an ask for remark. Reuters previously reported the news.


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Apple’s been careful to open and close stores as the coronavirus pandemic flared up across the country. The virus has infected at least 41 million people around the world and killed more than 1.1 million.

The new store plans come as Apple prepares to launch the iPhone 12, featuring a new design and newly added 5G wireless technology. CNET’s Patrick Holland said in his review that the device is “one of our highest-rated phones of all time.” Early customers appear to agree, with one analyst saying initial preorders appeared to have doubled over last year’s launch.

Though Apple fans may be excited about the device, and Apple’s changing the format of its stores, CNET’s Roger Cheng recommends ordering online. “Waiting in the usual hyped-up Apple store line isn’t worth the risk of getting the coronavirus,” he wrote. “Skip the stores.”

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