Apple expands ‘Express’ retail store format ahead of holiday season

Apple Inc is expanding a new physical store format as it tries to get iPhone 12 models into customers’ hands, its retail chief told Reuters in an interview.

The new “Express” stores come as COVID-19 rates are rising around the United States and Europe. The new format has a wall built in front of the main store with sales counters protected by plexiglass and a few shelves of accessories such as phone cases and AirPods.

Customers make an appointment to pick up orders placed online or interact with Apple’s technicians for customer service.

For Apple, which has 271 retail stores in the United States, the new format could help it navigate a holiday sales challenge.