New Store Graphics Are Changing the Mood

June 30, 2014

The visuals teams at the Apple retail stores are installing new back-lit wall graphics to promote the capabilities of the iPad and iPhone, but the graphics have also changed the mood of the stores with their photographic style. Previous wall graphics were stylized close-ups of products with lots of bright colors and white space that spilled over into the stores. The new graphics were photographed like magazine ads, showing the iPad/iPhone being used in actual situations, complete with their surrounding people and places. Their colors, tone and brightness is much richer and darker than the previous graphics, a noticeable difference that’s been the subject of Tweets and other on-line postings by store employees and visitors. The photos are partially based on the latest series of videos that promote the iPad and its real-world capabilities, including videos that profile music composer Esa-Pekka Salonen and world traveler Chérie King.

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{ 12 comments… read them below or add one }

Katherine July 1, 2014 at 0904

I can’t be the only person that thinks this looks terrible. Store looks so cold and unwelcoming by comparison.


Sean V. July 3, 2014 at 0222

As a customer, I think it makes the store look warmer and more welcoming. The photos are inspiring and tell customers a story — how iOS devices can unlock their potential. The old graphics were about the device; the new graphics are about the customers and developers. How does that feel colder to you?


Bob Erran July 5, 2014 at 1456

Remember when all the mini stores had to get shut down to take out the reflective epoxy floors and dim the solid overhead light system? I wonder if Steve or Ron had macular degeneration (I read a story once that Tony Fadell’s team had to crank up the audio on the prototype iPod because Steve had significant hearing loss, requiring the volume to be artificially lowered via firmware when selling in France because it violated health codes). The light in all the stores have been cranked to 11 for too long, but the mini stores were significantly brighter, driving people out of the stores. This round of panels is overkill on the light filtering, but for the season, maybe it’s ok.


Mike H July 1, 2014 at 0916

Notice they’re all iOS-Device based? I fear it won’t be long until, like the Pro Apps, Apple will be ditching the Mac to be a permanent toy maker.


Sean V. July 3, 2014 at 0224

The post-PC era is here. It’ll be okay, Mike.


aaa July 1, 2014 at 2339

Yeah, these look cold and tacky.
The bold colours was a Jobs-era and it’s fastly becoming a distant memory.


Sean V. July 3, 2014 at 0227

Have you seen the “post-Jobs” iPhone product line? Is that not colorful enough for you?


Arnold Ziffel July 2, 2014 at 1506

Don’t know what to think, so I’ll reserve judgment until I get to see these firsthand.

There’s a lot of evidence the Mac is going to be around for the foreseeable future.


Actual employee July 5, 2014 at 1006

Apples sales tactic has been for quite some time about how you want/need to use your device, not how fancy a device can they get you to buy.

So the change in graphics to focus on use is appropriate


Another employee July 5, 2014 at 1247

Everyone who’s complaining these look too ‘cold’ should actually go and see these graphics in real life before passing judgement — they’re a lot more vibrant than they appear here. Judging by the cold, dim lighting, the empty store, and the fact that all the devices are turned off, this picture was most likely taken late at night when the store was being re-merchandised, so naturally things will look a little washed out and dull in the photos. Sure, they’re not quite as bright as previous graphics, but they look great nonetheless.


Bob Erran July 5, 2014 at 1441

I work in a thinner outdoor store (30-foot front). The back lit wall panels added a TON of light. We saw that dramatically with the last panels (the full-panel pastel Green in the FR made it look like you walked into a bad 90’s alien invasion movie). With these, they no longer change the color, they just cut the light. It’s dark cave time, even at “high noon” whether or not the store is crowded. The panel artwork is exquisite, and maybe there was an intentional move here at the ambient lighting, it’s been too harsh for too long. Warmer is ok.


Jordan July 7, 2014 at 1002

Any pictures of the new window displays?


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