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Apple is working on plans to extend and revitalise its retail network, with the goal of expanding further into China and other regions of Asia while revamping existing stores in the United States and Europe.
According to those familiar with the discussions, the iPhone manufacturer is considering adding 15 more stores in the Asia-Pacific area, five in Europe and the Middle East, and four more in the United States and Canada by 2027. According to the persons who asked not to be identified because the topic is confidential, the corporation also plans to rebuild or move six stores in Asia, nine in Europe, and 13 in North America. Over the next four years, the firm plans to open 53 new, relocated, or remodelled locations.
Apple is attempting to revitalise its 22-year-old retail division, which is one of the world's most revered chains but has also dealt with economic challenges, customer service issues, and labour upheaval in recent years. The goal is to strengthen Apple's brand in emerging regions such as India while simultaneously providing a better experience to users in the United States and Europe.
According to the sources, the most prominent new stores under consideration or development include three in India, the company's first outpost in Malaysia, and an overhaul to Apple's iconic position in Paris's Opera retail district. It is also proposing to establish a store at the Battersea Power Station in London, near its new local offices, and another in Miami. In addition, a flagship store is planned for Shanghai's Jing'an Temple Plaza.
Some of the potential sites and time are still internal forecasts or ideas, which means they might be postponed or cancelled entirely. Nonetheless, several of the stores are already under construction, with Apple having signed leases with landowners. The Cupertino, California-based company's representative declined to comment.
Apple presently operates over 520 shops in 26 countries, with about half of them in the United States. The company is notably profitable in terms of square footage, but the stores are typically more concerned with developing Apple's brand than selling things. The majority of the company's revenue comes from other sources, particularly its e-commerce site. Still, physical stores are important places for customers to buy items on release days, obtain technical help, and take seminars.
Deirdre O'Brien, one of Apple's longest-serving executives, oversees the company's retail operations after Burberry Group Plc veteran Angela Ahrendts left the job in 2019. Kristina Raspe, Apple's executive in charge of worldwide real estate and facilities, oversees the construction and maintenance of the shops themselves. Rather than O'Brien, this group reports to the company's chief financial officer.
According to internal specifications, Apple operates four types of retail outlets: standard stores within indoor malls, "Apple Store+" locations that can be in outdoor malls or on city streets, "flagships" in key areas with unique designs, and "flagship+" stores, which are the largest and most expensive to operate. According to internal data, regular stores generally make more than $40 million (approximately Rs. 329 crore) each year, whereas Apple Store+ locations generate more than $45 million (about Rs. 370 crore). The flagship sites produce more than $75 million (approximately Rs. 617 crore) each year, while the flagship+ sites generate more than $100 million (about Rs. 823 crore).
The Asia-Pacific area will be the primary focus of the growth, with 21 new or renovated locations planned until 2027. Last year, the market produced over $130 billion (nearly Rs. 10,70,134,000 crore) of Apple's sales — roughly one-third of its total — and nations such as India have emerged as significant growth engines. In April, Apple established its first two shops in India.
Later this year, the business will establish a new mall shop in Wenzhou, China, as well as upgrade its Nanjing East flagship in Shanghai and open two new stores in South Korea. This growth in South Korea, the home country of key rival Samsung Electronics, brings the country's total number of outposts to seven. Apple inaugurated its Gangnam shop in March and its Myeongdong outlet a year ago in Seoul.
Next year, the firm plans to open its first Malaysian store in Kuala Lumpur, as well as a new Jing An Temple Plaza location, a makeover of its Shanghai Pudong facility, and maybe its first branch in Foshan, China. It also intends to open a new store at Osaka's Grand Front Plaza Mall and renovate its Shinsaibashi branch in the region.
Even as ties between the United States and China deteriorate, Apple is heavily reliant on the Asian country, both as a manufacturing partner and a market for its products. During a trip to China earlier this year, Chief Executive Officer Tim Cook called the relationship "symbiotic," and the retail development demonstrates Apple's commitment to the country.
In 2025, Apple is considering establishing its third shop in India, in the Mumbai neighbourhood of Borivali, and maybe relocating to Perth, Australia. Four new China shops are also planned for that year, in addition to a redesign of Apple's Ginza store in Japan, which debuted in 2003 and was the company's first in the nation. After its former structure was demolished, the business was transferred to a temporary location last year.
Apple intends to establish its fourth India campus in 2026. It would be the city's second, located at the DLF Promenade Mall. That shop might become Apple's second-largest in India, following the Bandra Kurla Complex location, which opened in Mumbai in April. The firm is also planning a new store in Yokohama, Japan, as well as a relocated location in Shibuya Marui, Japan. Apple plans to open a fifth Indian store in Mumbai's beachside Worli neighbourhood in 2027.
In Europe, Apple plans to launch a shop in Battersea, London, as soon as this month. In addition, the business intends to open a new store in Madrid at the La Vaguada retail centre, as well as relocate its Milton Keynes store in the United Kingdom. Last year, Europe earned more than $95 billion (approximately Rs. 7,82,11,600) for Apple, accounting for about one-fourth of total sales. The United Kingdom is Apple's third-largest retail market, with around 40 outlets.
Apple is largely renovating or relocating shops that are ageing or obsolete. In some circumstances, they are smaller than most modern facilities, or they lack amenities such as a product pickup area or classroom seats. Apple's appearance has likewise evolved over time. The corporation has moved away from metal walls and accents and towards hardwood shelving.
In general, O'Brien wants to improve the shopping experience at Apple shops. Complaints from consumers and staff have piled up in recent years, and the chain has lost some of its cachet since Apple's sparkling emblem first appeared in retail malls two decades ago. In addition, the corporation has been struggling with a unionisation movement both in the United States and internationally.
Apple is considering moving four UK stores, as well as a one in Le Chesnay, France, for next year, and will establish a fourth facility in Sweden. A year later, it plans to move one more UK location, maybe modify the Opera facility in France, and establish a new location in Al Ain, Abu Dhabi. This will be the company's sixth outlet in the UAE.
Apple is also planning to open a new store in Dortmund, Germany. This country is Apple's eighth-largest retail area, with over a dozen locations. It is considering relocating to Munich in 2027.
Apple's retail ambitions in North America are likewise centred on revamping current businesses rather than expanding into new locations. The first project is a remodel of the Tice's Corner shop in Woodcliff Lake, New Jersey, which is scheduled to begin next month. That store was Apple's last with an original black front, going back to the chain's inception in 2001. During the balance of 2023, the firm intends to relocate three more stores in the United States and one in Canada.
Apple is exploring a few more US locations for next year, including a mall shop in Torrance, California, and a massive new facility at the $4 billion Worldcenter building in Miami. It is also considering establishing a large new store in Detroit and relocating a store in Ann Arbour, Michigan.
Apple is also developing a shop at the Birkdale Village Mall in North Carolina, to replace a Charlotte site that was unexpectedly closed in March after a series of shootings in the region. Five further relocations are planned for the United States in 2024.
In 2025, Apple plans to establish its second shop in Kansas, a major store in Wichita, as well as three other US relocations. It is also contemplating shifting its Montreal shop on Sainte-Catherine Street.