Apple reveals plans for more retail stores despite shift to online sales

Apple Store logo
Apple Store logo (Image credit: iMore)

What you need to know

  • Apple has confirmed it has plans to open more retail stores despite a shift to online sales during the pandemic.
  • SVP of retail and people Deirdre O'Brien said Apple intends to add more stores to its lineup.
  • That's because of the unique experience of seeing products in the flesh.

Apple's SVP of retail and people has confirmed Apple plans to add more retail stores to its lineup despite a shift in emphasis to online sales during the pandemic.

From Bloomberg:

Apple Inc. will add to its global retail presence even as stores in inner cities struggle with an accelerating shift to sales online during the coronavirus pandemic, Germany's Funke Mediengruppe reported. The Cupertino, California-based company operates about 500 Apple stores globally, including 100 in Europe. Retail locations offer an opportunity for people to experience new technology, ask questions and attend workshops on Apple's products, Funke said, citing Deirdre O'Brien, the iPhone maker's senior vice president of retail and people.

O'Brien reportedly told the outlet Apple intends to add more stores to its lineup, despite a shift in sales to online.

Apple recently opened its new Via del Corso store in the heart of Rome, Italy, following a painstaking restoration process undertaken by the company. Apple is also reportedly working on a new retail location in Toronto.

O'Brien did not state where Apple plans to add stores but stated the company's retail operation gives customers an opportunity to "touch and get a feel" for its new products, adding value over the online experience. Apple's retail stores also host its Genius Bar repair service and community events like photo walks, workshops, and creative lessons.

Following a year of pandemic disruption around 99% of Apple's retail stores have now reopened, and customers can get their hands on new products like the Apple TV 4K (2021), the new iPad Pro (2021) with Liquid Retina display, and Apple's new colorful M1 iMac. The latter is also available in our best iMac deals 2021 roundup for those who prefer the online experience.

Stephen Warwick
News Editor

Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.

Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple. Follow him on Twitter @stephenwarwick9