Apple is broadening its physical store plans with the new Express Retail update before the official launch of the iPhone 12. The update will launch in both the United States and throughout Europe. At the front of the main store, a wall will be built with sales counters facing consumers.
These counters are protected by plexiglass and will also feature some shelving units that plan to display accessories such as AirPods and phone cases. Customers must make an appointment to pick up their orders that are placed online. Alternatively, they can make an appointment to interact with Apple technicians for customer services. The Express retail stores offer consumers another option to curbside pick up as the traditional process does not always run as smoothly, stated by Deirdre O'Brien, Apple's Senior Vice President of Retail and People.
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