Tweaking its already wildly successful format, Apple plans to remodel 100 stores this year to create space for customer training and displaying products. It's also overhauling its one-on-one instruction programs.
In an interview last week with USA Today, Ron Johnson, Apple's senior vice president of retail, said new tables will provide room for "twice the amount" of products on display, and its Genius Bar, the tech support stations, will be expanded by 50 percent.
In addition, its One to One training program is being changed in several ways. Currently, anyone with $99 can sign up for a year of unlimited training on Apple computers and products. But beginning June 2, Apple will limit sign-ups to people who buy new Macs at Apple Stores or via its website. Additionally, any of the 500,000 current One to One subscribers can renew.
"We originally set up One to One to get people to switch to the Mac," Mr. Johnson said. "Now we want to expand it to make it even more relevant to people who have bought their Mac."
The annual subscription, still priced at $99, includes personal setup, transferring of files from an older computer (Windows or Mac) and help with projects. Other changes include increasing each session time to a maximum of three hours, up from one hour. But contrary to its "one on one" name, each session may now include up to three participants.
The remodels come as sales of Apple computers slid three percent in its most recent quarter. While still strong, traffic at Apple's stores has also come down compared to last year when long lines followed the introduction of the second-generation iPhone.
Apple also plans to open 25 more stores this year, including a fourth location in New York City, and new ones in Paris, Italy and Germany. At the end of its second quarter ended March 28, it had 252 stores.
"We know that a lot of people are cutting back, but we're doing the opposite," said Mr. Johnson, a former Target executive who joined Apple in 2000. "We're investing in the downturn."
CNET's Jim Dalrymple said the renovations should enable the stores to be more creative around its training sessions.
"One of the highlights of the stores that have them are training theaters," wrote Mr. Dalrymple. "Apple Store employees, third-party companies, and other professionals often put on seminars showing users how to get the most out of software and hardware products. Apple even participates in events like the trendy Tribeca Film Festival, inviting entertainers like Spike Lee and Natalie Portman to give sessions."
But PCWorld's Dan Moren believes the moves to accommodate multiple trainees and restrict sign-ups in its One to One programs suggests an attempt to rein in costs.
"The changes could mark a sign of Apple streamlining its process and trying to do more with less," wrote Mr. Moren.
Discussion Questions: What do you think of the remodeling efforts at Apple's stores? What moves will be particularly beneficial? Are there any that have you concerned?