After Ditching ‘Store’ Moniker, Apple Releases New Credo, Announces New Positions As Part Of Rebranding

Ahead of the iPhone 7 September launch event, Apple is rebranding its retail outlets away from their typical Apple Store image and closer to what appears to be more client-centric centers. As part of this big move, Apple met with its retail employees this Sunday to introduce to them the company’s new credo and to announce the new job positions and new store layouts, MacRumors first reported.

Apple’s new credo is just an updated version of previous motto that retail employees were tasked to follow. At the heart of this credo is Apple’s ultimate goal of enriching the lives of dreamers, so they can become doers, as well as helping people expand their human potential.

While the previous credo was divided into three sections, namely: Our People, Our Customer, Our Daily Commitment, the new one is mainly divided into two sections — At Our Best and At Our Core — without counting the first part which serves as the opening statement that echoes the title “Enriching lives.”

Ahead the release of the new credo (found here), 9To5Mac reported on Wednesday that the company’s motto is bound to be updated this Sunday. For comparison purposes, here is a copy of the previous credo, courtesy of 9To5Mac.

Meanwhile, apart from the new credo, Apple has also revealed that there will be new positions and renamed designations in the United States and United Kingdom retail outlets.

The Cupertino-headquartered tech company revealed that the Apple stores in these two countries will see the addition of a Pro, a Creative Pro and a Technical Expert. Both the Pro and the Creative Pro are positions pertaining to the employees who are most knowledgeable about the company’s products and services. On the other hand, a Technical Expert is a new position that is mainly there to provide mobile repairs and troubleshooting for products and software. They are considered as the in-between of Technical Specialist and Genius in the customer support area.

In addition, some of the current retail positions have been renamed. The Red Zone Specialist will now go by as Specialist, Family Room Specialist will be called Technical Specialist, Business Specialist will be addressed as Business Expert, Back-of-Hour Specialist will be known as Operations Specialist, while Inventory Specialist will go by Operations Pro henceforth.

Finally, the retail outlets’ layout will mostly remain the same, but certain areas have been renamed. Back-of-House will now be referred to as Backstage, while Red Zone is going to be called the Product Zone from now on.

Apple’s meeting with its retail employees comes just tow days after the company announced that it is getting rid of the word “Store” from its outlets’ names in light of its move to rebrand its stores. According to The Verge, the retail outlets of the tech giant will move forward with their new names that are composed of the word “Apple” followed by their specific locations.