Apple Retail Changes

In addition to changing the naming format of the Apple Retail Stores, Apple will be updating several aspects of their stores. First off, there are new positions: Pro, Creative Pro, and Technical Expert. Several of the positions are being renamed as well. For example, Red Zone Specialist is now just Specialist. There will be a new design that new Apple Stores will follow. Older stores will likely receive the change over in time. Finally, Apple updated the motto for Apple Store employees to follow.

 Enriching lives. 

We are here to enrich lives. 

To help dreamers become doers, 

to help passion expand human potential, 

to do the best work of our lives. 

AT OUR BEST 

We give more than we take. 

From the planet, 

to the person beside us. 

We become a place to belong 

where everyone is welcome. 

Everyone. 

We draw strength from our differences. 

From background and perspective 

to collaboration and debate. 

We are open. 

We redefine expectations. 

First for ourselves, then for the world. 

Because we’re a little crazy. 

Because “good enough” isn’t. 

Because what we do says who we are. 

We find courage. 

To try and to fail, 

to learn and to grow, 

to figure out what’s next, 

to imagine the unimaginable, 

to do it all over again tomorrow. 

AT OUR CORE 

We believe our soul is our people. 

People who recognize themselves 

in each other. 

People who shine a spotlight 

only to stand outside it. 

People who work to leave this world better than they found it. 

People who live to enrich lives.