Apple updates retail stores for 10th anniversary

Apple has unveiled a new look for its retail operations on the 10th anniversary of the opening of its first store.

After rumours of a secret Apple launch, the company has launched new services, including iPads for customer service, and staff to set up devices for new customers.

The range of classes on offer has also been updated, offering more introductory courses for those unfamiliar with Apple technology.

"What Apple is doing with this latest refresh is saying that it wants not only its products to be worth more than diamonds, but the shopping experience to be too," Carl Howe, an analyst with the Yankee Group, told USA Today.

The updated stores use iPad 2 units embedded next to products, which can provide specifications and options, and summon a salesperson. The units use a custom version of iOS developed by Apple for retail use.

An extension to the Genius Bar has been added in a separate section of the new storefronts, with staff to show new customers how to use existing email services on new devices, set up App Store accounts and install requested applications.

The store improvements were unveiled in a rolling opening, starting in Australia and followed by the Far East, Europe and the US.