Apple will give its retail locations a ‘premium’ feel starting in July

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Apple will introduce a slew of retail changes next month, which will include a reduction in third-quality products. Its stores will also introduce new accessory displays and packaging, according to 9to5mac.

This is all a part of Apple’s move to give its products an even more “premium” feel. The company is exclusively interested in spotlighting its high quality accessories. Rumors say that the packaging for Apple’s accessories will primarily be white (of course).

The report of the company’s retail changes originally came from the Japanese website, Macotakara. The new Upper East Side Apple store in Manhattan appears to be leading the way in the redesign process. In new displays, un-boxed cases are mounted to the wall to showcase various Apple products.

There are also drawers with handles that can be pulled to reveal products available for purchase. The interior design of the store is primarily composed of wood, which is donned on its walls and cabinets. Apple has not confirmed whether the decor is unique to the Manhattan location, or if we can expect to see it elsewhere in the future.

Apple Design Chief Jony Ive and Retail Head Angela Ahrendts have been working on a redesign of Apple’s retail shops since February 2015. Slight changes have been popping up, such as new seating areas, since early spring. Macotakara reports that the final product could begin rolling out as early as July.

Apple’s new store in the Upper East Side is located at 940 Madison Avenue, which had been a bank since the 1920s. The company worked to restore the outside of the building to ensure that it maintained its original appearance. As the cherry-on-top, Apple chose to keep the original bank vault, which is now being used as a try-on area for the Apple Watch.