Apple will open more express stores just to ease the stress of pickups and just in time for the holiday shopping season, its retail SVP Deirdre O’Brien told Reuters. The company started experimenting with the format last month in California and has since opened 20 Express stores across the US and Europe. O’Brien told said to the news organization that Apple will open more until it acquires its aim of opening 50 Express stores across the regions by the end of October.
Express stores have walled-off facades to prevent customers from walking in. They have small windows protected by plexiglass so staff can assist customers one at a time, and people can also just make their purchase online before picking it up.
The tech giant has been testing it out with several store formats to determine the best way to cater to customers in the middle of the pandemic this holiday season – especially since the iPhone 12 and 12 Pro have just started shipping and the new flagship’s Mini and Pro Max models will come in November. Several European countries recorded their highest daily number of infections over the past few weeks, while just this week, the US saw its highest number of cases since July.
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