Apple prepares for iPhone 12 release day amid local lockdowns
Apple's iPhone launch day will "feel different" this year because of the coronavirus outbreak, but people will be able to safely shop in-store if they wish, Apple's head of retail has said.
The tech giant will release the iPhone 12 and iPhone 12 Pro, as well as the new iPad Air, on Friday.
The release will be the first flagship phone launch the company has had since the Covid-19 outbreak, with the traditional queues often seen outside Apple stores set to be replaced by social distancing and a new appointments system.
The Cupertino-based tech giant is also setting up “Express” counters in select stores across the US and Europe. The new format will see a wall built in front of the main store with sales counters covered by plexiglass as well as a few shelves for accessories.
Customers can then go on to make appointments to collect their orders that have been placed online.
The decision to open the new format comes amid rising cases of the coronavirus across both regions. Apple first closed its physical stores outside of China back in March and began a series of reopenings from May onwards.
The new format could help Apple navigate any further restrictions brought on to retail going forward, Deirdre O’Brien, senior vice president of retail and people at Apple, said in an interview with Reuters.
“It’s a swifter way for us to serve customers,” Ms O’Brien said. “It allows us to maintain all the appropriate social distancing and maintain all of our health protocols within our stores.”
Deirdre O'Brien, Apple's senior vice president of retail and people, said the new measures for buying products were designed to keep people safe while making sure they still receive the "Apple experience".
"This year is going to feel different in our stores - you're used to experiencing that wonderful energy where everybody is shoulder to shoulder gathered around the new iPhones - we're not going to have that experience this year," she told PA.
"If people come to the store - which we want them to, we love the enthusiasm about our products - if you come to the store we will give you an appointment time to come back and visit us and then you'll be in your own slot and we'll take great care of you."
This week, the phone maker also announced a new feature for its retail stores called Shopping Sessions, where customers can book a one-on-one slot with an Apple Store employee to help select the new product they want.
Apple has unveiled a raft of new products in recent months including a new Apple Watch. But the flagship iPhone 12 range will be its priority.
The company released four versions of the iPhone 12, varying largely in size and camera capabilities.
To date, the new devices have been well received but many of the “new” tech in them largely centres on features that have yet to reach widespread adoption, such as augmented reality.
The design of the new handsets bear the hallmarks of the iPhone 4 range or the iPad Pro.
