What’s clear is that Forum upgrades came screeching to a halt when the pandemic began. What’s unclear is whether the pandemic simply coincided with a strategy change.
September 2021 brought the opening of Apple The Mall at Bay Plaza, which introduced a new design language that eschews the Forum entirely in favor of Apple Pickup and two smaller Today at Apple zones. As fun as the Video Wall is, this design functionally makes more sense. Mall stores never host large, artist-led Today at Apple sessions, but they do host countless pickup orders and Genius Bar appointments every week. The Forum must play lounge when idle.
Given the past two years of data, here’s how I believe Apple will position the Forum and Video Wall for the foreseeable future, and what you can expect for your local store: