Apple tweaks its retail stores job titles and layouts

Apple met with retail employees over the weekend to introduce “major new changes, including new and renamed positions, a new credo, and new store layouts,” reports MacRumors, quoting unnamed “multiple retail sources.”

Among other changes, detailed in the article, are:

  • A new sales position above Expert. These employees are considered the most knowledgable about Apple products and services. 
  • Creative Pro: A new learning position above Creative. These employees are considered the most knowledgable about Apple products and services. 
  • Technical Expert: An all-new customer support position in between Technical Specialist and Genius. These employees will be able to provide mobile repairs, a task previously limited to Geniuses, and troubleshooting for software and products like the Apple Watch and Apple TV. The position is designed to help reduce Genius Bar/Grove and service wait times.

What’s more, per MacRumors, the Back-of-House is now called Backstage, where the Inventory and Operations teams work. The Red Zone, which encompasses the sales floor, is now called the Product Zone. 

The changes are a continuation of Apple’s tweaking of its retail stores. Last week it was announced that the company was dropping the the "Store" when referring to its Apple Store locations. Apple has already made the change online, and all of its store pages now refer to stores by names like "Apple Union Square" or "Apple Green Hills.”

Apple has 488 retail stores in 21 countries and an online store available in 39 countries.