Under the influence of the new coronavirus epidemic, Apple has not only adjusted its service model for product repairs and Genius Bar in response to the epidemic, but also is about to release a number of new products and prepare to welcome the new iPhone 12. At the same time, Apple seems to be preparing to open a direct-operated Apple StoreA new in-store operating model called "Apple Express", allowing consumers to conveniently pick up goods ordered online or help solve product problems.
Due to the severe impact of the epidemic in the United States, Apple is currently only maintaining the operation of some directly-operated stores, and most directly-operated stores are temporarily closed. In response to the fact that there are still many product orders and product problems seeking solutions, Apple has now launched a new in-store operation model called "Apple Express" in Burlingame, San Mateo, California, turning the original Apple Store Burlingame into a place where online pre-ordered products can be picked up and Genius Bar services can be provided.
However, users must select "Express Pickup" when purchasing through the Apple website or app, and pick up their purchases with their ID and a QR code containing their purchase details. To resolve personal issues with Apple products through the Genius Bar service, users must also make an appointment online and provide their ID and QR code for Apple Store staff to confirm their identity and the nature of the issue.
In-store settings will utilize temporary counters, display cases, and multiple glass panels. Customers will be guided through a PA system and floor signs to ensure safe and healthy distances are maintained. The pre-order pickup counters can only accommodate one customer at a time, and customers must wait in line to receive their orders.
Currently, Apple Store Burlingame is the first Apple-operated store in California to adopt this operating model. In the future, this operating model may be expanded to more areas in the United States, allowing consumers to pick up ordered products through nearby directly-operated stores or resolve product problems through the Genius Bar.
