Apple held all-hands meetings with retail employees this weekend to introduce major new changes, including new and renamed positions, a new credo, and new store layouts, according to multiple retail sources.
Apple is implementing three new retail positions in the United States and United Kingdom, and likely elsewhere, including two pro-level positions and an all-new Technical Expert position to complement the Genius Bar/Grove:
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Pro: A new sales position above Expert. These employees are considered the most knowledgable about Apple products and services.
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Creative Pro: A new learning position above Creative. These employees are considered the most knowledgable about Apple products and services.
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Technical Expert: An all-new customer support position in between Technical Specialist and Genius. These employees will be able to provide mobile repairs, a task previously limited to Geniuses, and troubleshooting for software and products like the Apple Watch and Apple TV. The position will help reduce Genius Bar/Grove and service wait times.
In addition to the new positions, Apple is renaming several of its current retail positions:
o Red Zone Specialist -> Specialist
o Family Room Specialist -> Technical Specialist
o Business Specialist -> Business Expert
o Back-of-House Specialist -> Operations Specialist
o Inventory Specialist -> Operations Pro
Meanwhile, the Back-of-House is now called Backstage, where the Inventory and Operations teams work, and the Red Zone, which encompasses the sales floor, is now called the Product Zone. Apple's existing retail locations will use the same tables from the old Red Zone for the new Product Zone.
Apple has also updated its credo, a motto that the company encourages its retail employees to follow. The new credo:Last, Apple said it now has over 30 retail locations based on its new design language, including the flagship
Apple Union Square. The new layout includes a combination of
The Avenue, Genius Grove, The Forum, The Plaza, and The Boardroom. Apple is
renovating dozens of locations with the next-generation design, and all new locations since mid 2015 have been based on the new design language.
Juli Clover contributed to this report.
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Apple Introduces Major Retail Changes, Including New Pro-Level Positions and Credo