On the tenth anniversary of opening its first retail store, Apple has quietly launched a revised Apple Store experience for consumers.

A report from Australia shows that the company has launched its Apple Store 2.0 experience, which includes iPads that are used to display product information and prices. The iPads compare features between different products and show how to ask for a specialist’s help. In effect, Apple is using one of its best-selling new products to sell its other products in the store. These iPads will replace the paper signage and information cards that normally describe a product on display. When you make a request to talk to a specialist (a store employee), you’ll find out where you are in the queue.

It’s not yet clear whether Apple plans to roll this out across the entire chain. Using a tablet to sell a computer sounds like a fairly simple upgrade for a retail operation. I wonder if there’s more to it. At least I hope there is.


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