Apple's latest SF store showcases chain's new design direction (pictures)
The company's new store, on iconic Union Square, is the first to include a "Genius Grove" and other features from designer Jony Ive and retail chief Angela Ahrendts.
Apple Store Union Square
On the 15th anniversary of its first-ever retail stores, Apple showed off its newest location, in downtown San Francisco.
Apple Store Union Square
Apple's newest store is located three blocks from an older San Francisco store. CNET got an early preview with other reporters.
The front of the building has two giant sliding glass doors, which are 42 feet tall.
The forum
A feature for new Apple stores is called the "forum." This includes a gigantic 6K video screen on a wall and seating for people to take photography classes and attend other sessions.
Retail chief
Angela Ahrendts, Apple's head of retail, joined the company two years ago to overhaul online and in-store retail.
Angela Ahrendts
"This is not just a store," Ahrendts said during a sneak peek for reporters at the store, the first in the world to feature the company's new retail design. "We want people to say, 'Meet me at Apple, did you see what's going on at Apple?'"
Angela Ahrendts
Ahrendts served as CEO of fashion brand Burberry before joining Apple. Here, she states the case for a wall of colorful iPhone cases.
Plaza
The back plaza of Apple's new store will be open to the public 24-7 and will have free Wi-Fi. Any bets on how long it will take for someone to actually move into the park?
Attention to detail
Wood grain is among the, um, granular details at Apple's flashy new retail outlet.
Grand staircase
Stairway to iHeaven.
Genius Grove
Goodbye, Genius Bar. Hello, Genius Grove. Apple created a new area for tech support in what Ahrendts called "the most beautiful place in the store."
Genius Grove
"You know how iconic the Genius Bar is all around the world. But the word 'bar' denotes noisy, loud, chaotic," Ahrendts said. That's why the tech support area got a redesign.
Genius Grove
Yes, those are real trees.
Beats, Bose, and other headphones
Apple showcases third-party accessories in its stores, including many you can't buy anywhere else.
Glass and steel
New meets old with a view of one of San Francisco's many classically styled buildings.
Glass staircase
An entrance to SF's famous Union Square can be seen just outside the door and across the street.
The forum and the Genius Grove
City on the left, country on the right. Take your pick.
Apple Store Union Square
iPalms in Union Square.
Apple Store Union Square
No word yet on whether Jony Ive instructed that woman to stand there so her bag would create a composition with the sign in the distance. It's possible.
The avenue
The first floor of the new Apple Store is what the company calls the "avenue." It's supposed to feel like a small-town square with individual shops. Instead of a bakery, you'll have an Apple Watch section.
Strolling the avenue
Browsers table-hop.
Apple bonding
An Apple Store employee chats with Ahrendts during her visit to the store Thursday. A Phantom 4 drone looks on.
Apple Store Union Square
Happy Applers.
Bright lights
The ceilings in the new Apple Store feature hundreds of thousands of LEDs covered by cloth to give the room a bright glow.
Apple Store Union Square
Apple Watches in the foreground, Apple watch cap in the back.
Apple Store Union Square
Apple hopes levitating gadgets will inspire rising sales.
Apple Store Union Square
It doesn't take a genius to tell you where to find the laptops.
Apple Store Union Square
An Apple employee cases the joint.
Apple Store Union Square
Clever cabinetry.
Apple Store Union Square
A table of tablets.
Apple Store Union Square
CNET photog Josh Miller channels Alexander Rodchenko (or maybe László Moholy-Nagy). Not bad, Josh!
Apple Store Union Square
This staffer's outfit simply kilt 'em. (Sorry, we just couldn't skirt that one.)
Apple Store Union Square
A glowing wall of gizmos.
Big box
Apple's store in San Francisco's Union Square opens to the public May 21.