Pixel Envy

Written by Nick Heer.

New Oakridge Apple Store

Maybe I was a bit hard on Apple’s decision to remove the Genius Bar logos from behind the counter. The new Oakridge store is a much nicer example, but I still feel like it lacks some character. More importantly, it’s also a little confusing. I know plenty of people who are already weirded out by the somewhat awkward and undefined buying process in an Apple Store, where there’s no clear register or cash counter. Now, there’s no obvious signposting of the support area.

It does look less dated than the embedded TVs, though, so that’s something.

Update: The Stonestown store in San Francisco has a similar treatment, as do the Westfarms, Rockingham Park, Nanuet, Twelve Oaks, and several other stores. I’m not sure why I hadn’t noticed this before. It looks as though Apple started omitting the Genius Bar signage with stores opened around the time of the iPhone 5S/5C release, or perhaps even earlier.