It's been 15 years since Apple opened its first two stores. They became known for their wooden table, white interiors, and long lines on days when a new iPhone went on sale.
But amid a recent slip in iPhone sales and new areas of focus, Apple unveiled a revamped store design on San Francisco's Union Square on Thursday, which is set to open Saturday.
The project was spearheaded by Apple's design chief Jony Ive and Angela Ahrendts, its head of retail who moved over from Burberry in 2013.
"We are not just evolving our store design, but its purpose and greater role in the community as we educate and entertain visitors and serve our network of local entrepreneurs," Ahrendts said in a press release.
To this end, the Cupertino, California-based firm has given its Genius Bar a new look, created an area for live music performances and even created a specific area for business customers. The store is powered by 100 percent renewable energy. Here's a look inside.
Apple's products from iPads to iPhones will be displayed in this area with screens on the walls showing off photography, apps and music.
So-called "creative pros" will be on hand to offer advice on how to make the most out of product features.
This is pretty much the same as the "Genius Bar" - where users go to fix broken products - but with trees.
Experts will help customers with product issues "under the comfortable canopy of local trees".
"A vibrant gathering place, centered around a 6K video wall," according to Apple, with 6K being an ultra-high definition screen. The company said this will be a space to hold events for teachers, sessions for developers and even exclusive premieres of new music and videos from Apple Music.
This area will only be found at "Apple's most significant stores" and is open to the public 24 hours a day.
The Plaza will have public WiFi, seating and artist performances.
Apple has been putting a lot more emphasis on enterprise technology recently and as such has opened a dedicated space in its store to offer advice and training to entrepreneurs, developers and other small- and medium-sized business customers.