Apple's Ahrendts taking stores upscale

It's been two years since Angela Ahrendts left Burberry to be be Apple's (NASDAQ:AAPL) VP of retail, and there's mounting evidence that Ahrendts plans for stores to feature more high-priced products and the merchandising displays to match.

Ahrendts recently signed off on new merchandise, including a $1990 wireless speaker by French audio maker Deviate called Phantom, according to The New York Times. She has implemented appointments and private showrooms for the Apple Watch, some models of which are priced over $1,000.

Additionally, Ahrendts has discouraged shoppers from camping out in front of stores prior to new product releases, something of a tradition for Apple fans.

Apple has long sold expensive accessories online, but tends to feature a handful of more affordable products from third-party vendors in stores. For the most part, Apple features its own branded products.

Phantom will be sold in just 14 stores initially. While a single speaker isn't a groundswell of change, it is one more piece in the evolution of Apple stores, the most profitable per square foot retail environment in operation.

For more:
-See this article in The New York Times  (subscription)

Related stories:
Apple's new Chicago store a glass temple
Apple opens store in an old Manhattan bank
Apple to shift focus from stores to website
Apple Watch ushers in new era for Apple retail
Apple stores to get facelift

Suggested Articles

Costco changes up its menu items, and Alibaba and Guess partner for a physical store.

Janey Whiteside, Walmart's new chief customer officer, is well acquainted with the importance of customer service in modern retail.

Whole Foods will offer deals on Amazon's Prime Day, and tariffs against China are causing pricing hikes.