Apple Stores begin to reopen

Charleston South Carolina. Customers had their temperatures taken and were required to wear masks at the South Carolina store as loc

After two months of lockdown due to the coronavirus pandemic, Apple is reopening its retail stores around the world.

In a letter to customers released Sunday, Apple's head of retail, Deirdre O'Brien, announced that the iPhone maker had reopened 100 of its stores globally. First, let's have a little recap.

Apple closed all of its stores in mainland China early on in the novel coronavirus outbreak, which it was able to reopen a few weeks later as the pandemic was reined in across the country.

Major stock indices surged Monday on news of a successful clinical trial of a COVID-19 vaccine as well as bullish sentiment on liquidity and the capabilities of US businesses by Federal Reserve Chairman Jerome Powell.

Apple has not disclosed its retail store revenue but direct sales including retail stores, web, and corporate sales accounted for 31 percent of its $260 billion in revenue in 2019. Last Monday, an Apple Store in Idaho became the first in the states to turn the lights back on again and as of today, there are 99 brick and mortar Apple Stores open for business.

O'Brien says, "Our commitment is to only move forward with a reopening once we're confident we can safely return to serving customers from our stores".

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According to O'Brien, Apple will continue to analyze COVID-19-related data to make decisions in the future, including monitoring "local cases, near and long-term trends, and guidance from national and local health officials".

Once a store is open, don't expect the same experience as you had before the pandemic.

Apple will be reopening 25 stores this week in six states: California, Colorado, Florida, Hawaii, Oklahoma and Washington. The Genius Bar will focus on one-to-one personalized service.

In "most" stores Apple will also require face coverings, both for its teams and customers. However, before entry a temperature check will be carried out and "posted health questions will screen for those with symptoms - like cough or fever - or who have had recent exposure to someone infected with COVID-19". Apple will also "deep clean" the stores throughout the day.

The letter additionally mentions "curb-side pick-up and drop off" for many stores.

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