We all knew something was up, and over the weekend Apple took the wraps off what is being called “Apple Store 2.0,” a revamp that includes various new niceties. The changes, which coincided with Apple’s 10th retail anniversary, involve both consumer facing changes and behind-the-scenes tweaks that will combine to improve an already unique retail experience. Most notably, perhaps, are the thousands of iPad 2 units that have replaced paper signs and info cards next to Apple’s demo devices spread throughout the stores. Each iPad is interactive and features info about the product it accompanies, and there is also a “Specialist” button that will allow perusers to call a sales rep over for help or to make a purchase. These new iPad 2 displays won’t perform any other function — at least, not that the typical shopper can access — and they’re encased in acrylic enclosures to prevent people from walking off with them.
