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Apple's retail chief, Deirdre O'Brien, has spoken out in an open letter and announced changes in Apple Stores.
A few weeks ago, Apple began reopening its individual retail stores started. Now the company has spoken out in an open letter and explained the reopening process in more detail. It also highlighted the additional safety measures. At the beginning of her letter, O'Brien discussed Apple's efforts in the fight against COVID-19. She mentioned Apple's work in mask manufacturing and software development. O'Brien went on to explain that the Apple Store experience will not be the same as before for the time being due to the safety measures. It says in it:
Next week, we will continue our very gradual and thoughtful reopening of U.S. stores, reopening more than 25 locations in seven states. While we know many customers are waiting for their local store to reopen, we are committed to reopening our stores when we are confident the environment is safe. We miss our customers and look forward to seeing them again soon.
All open locations will offer Apple Pickup, where customers can shop online and choose a time to pick up their product in-store, as well as Genius Bar appointments with reservations. Some locations will only offer curbside or window service, and we encourage all customers to check their local store's website for hours of operation and services offered. Customers can also visit apple.com for phone support or chat.
Anyone who visits our store will see some additional steps, including social distancing, which creates enough open space for customers to have a personal connection with our teams. Temperature checks will be conducted at the door, and face coverings will be required for all of our teams and customers, which we will provide to customers who do not bring their own. Our social distancing protocol means there will be a limited number of visitors in the store at one time, so there may be a delay for walk-in customers.
Our thoughts are with everyone affected by COVID-19 and those working around the clock to treat, investigate and contain the spread of COVID-19.
Re-closure possible at any time
While the new safety procedures and social distancing guidelines are already known, Apple's letter goes on to explain the concerns surrounding reopening, laying out its approach. It continues:
We are committed to not reopening until we are confident we can safely serve customers from our stores again. We are looking at all available data - including local cases, short- and long-term trends, and guidance from national and local health authorities. These are not decisions we are making hastily - and opening a store in no way means we will not take the preemptive step of closing again if local conditions warrant it.
While there is a strict mask requirement and temperature checks are carried out, a full-time team ensures that the sales areas and rear areas are cleaned every hour. Equipment handed over for service should also be thoroughly cleaned before it is repaired. If you would like to read the full letter, you can find it in English here. (Image: Apple)
