Apple Store Conceals Layout, Unlikely Due to New iPhone

Could it be that Apple is preparing for a new product launch, or is it merely a routine update to their store displays? Recent images, including one from Uneasy Silence, show Apple store employees covering the windows with large black curtains. This has sparked speculation about what could be behind the secretive displays.

While some might guess this is for the much-rumored Verizon iPhone, it seems more likely that the cover-up is for a new visual merchandising strategy for an existing product.

Despite the intriguing window dressing, the real buzz among Apple retail staff is about an upcoming internal meeting focused on the “red zone,” the main sales floor area. There’s also talk of a new dedicated area being prepared to streamline the setup process for new iPhone users, which would be particularly beneficial for incoming Verizon customers.

This shift emphasizes enhancing customer service and ensuring a smooth in-store experience.

Update: According to 9to5Mac, and confirmed through our sources, Apple stores will eliminate restocking fees starting January 11. This change could be part of a broader strategy to allow customers to “test drive” products more freely, possibly in conjunction with new promotional displays.

Update 2: Further insights suggest that the obscured windows are not for a product launch but rather for training retail employees on new “setup areas.” These areas are designed to assist new customers, particularly those unfamiliar with Apple’s ecosystem, in setting up their devices without congesting the Genius Bar.


Daniel is a dedicated writer for TUAW, bringing years of experience and a deep love for all things Apple. With a keen eye for detail, Daniel covers everything from the latest iPhone and iPad releases to the newest features in macOS and watchOS. His insightful articles and reviews help readers stay informed and make the most of their Apple products. When he’s not writing, Daniel enjoys exploring new apps and tinkering with his MacBook Pro.