Just think back to Apple's overly hyped debut of its impending Watch last fall and remember what the reviewers and pundits were quickly saying about what could be the world's most admired mHealth wearable.
They weren't focusing on the fact Apple offered up little to no details on the device's functionality and healthcare apps and actual diagnostic technology.
Nope. Mostly they talked about was how fashionable the Watch was and how Apple is focused on style. So focused, said some, to the possible detriment of the actual device.
So it's not a big stretch to believe Apple is getting ready to spend mega bucks, millions of bucks, to redesign its retail spaces to show off the Watch when it arrives this April.
That's the rumor gaining speed with media outlets surmising there'll be lots of Apple store changes and new locations popping up for the Watch debut.
"Apple has to prove itself again," said Liz Crawford, VP of strategy and insights at Match Drive. "Since Steve Jobs passed away, Google has come on strong and many of the Apple innovations feel like old hat. So the time is right for Apple to give itself a makeover. In fact, part of the purchase price for Apple products is the 'gee-whiz' factor and (at least token) participation in a larger community of innovators. Apple has to continue to make good on that brand promise, or risk losing equity."
Now whether that means complete retail store revamps or just creating a special space in current Apple stores no one quite knows. What is known is that Apple has hired on some of the most expensive, and well-known, fashion design minds and leaders.
One news report mentions dedicated Apple Watch stores and another notes Paris is likely a definite store location site. A French fashion magazine appears to have initiated the report, claiming everything from the creation of special product booths in exclusive luxury shops in Paris (warning that report is in French).
The reports also note that stores and new locations will likely include super safes for protecting the high-end Watch version which is rumored to go on sale for as high as $20,000.
Yet not every industry watcher believes a big retail design revamp is a good move by Apple.
"Apple Stores are the epitome of designing a store stage around the consumer experience," said Chris Petersen, president of Integrated Marketing Solutions.
"The worst thing Apple could do is redesign stores around a product category or one specific consumer segment. So yes, it is the right time to refresh for an even more connected consumer experience across products. But please do not redesign Apple stores to sell watches, or Apple cars or the next 'big thing.'"
