Click to Skip Ad
Closing in...

Apple planning major product launch for 10th retail anniversary?

Published May 16th, 2011 2:35PM EDT
BGR

If you buy through a BGR link, we may earn an affiliate commission, helping support our expert product labs.

We have just received some information from a solid Apple source, and if they’re right, Apple may be planning something big for its 10th retail anniversary this Thursday the 19th. Here’s what we’ve been told:

  • There’s an overnight shift planned for around 10-15 individuals at each Apple Store to work from late Saturday all the way through mid-Sunday.
  • During the overnight shift, it’s going to be required that employees lock cell phones in the main office. They will also have to sign an NDA with Apple.
  • There are a wide variety of roles, we’re told, for the overnight shift. This includes all visuals staff, a manager, a business team member, a few Genius team members, one back-of-house employee, and a few generic Apple specialists.
  • Apple stores have apparently already received hardware to install, and are expecting more hardware to come on Friday or Saturday. All materials that Apple stores have received have been instructed to be under lock and key until after close on Saturday night.
  • Apple employees will be putting up black curtains at all stores so that people walking outside cannot see inside.
  • Employees have had to download gigabytes of data from Apple corporate labeled, “training” in a password-protected zipped folder that won’t accessible to managers or anyone else until Saturday afternoon.
  • Lastly, all Apple retail stores have mandatory meetings on Sunday, May 22nd. Most meeting are scheduled for the morning, but there are evening meetings as well.

The question is, what is Apple planning?

Thanks, Lindsey S.!

Jonathan S. Geller
Jonathan Geller Founder, President & Editor-in-chief

Jonathan S. Geller founded Boy Genius Report, now known as BGR, in 2006. It became the biggest mobile news destination in the world by the end of 2009, and BGR was acquired by leading digital media company PMC in April 2010.

Jonathan is President of BGR Media, LLC., and Editor-in-chief of the BGR website.

What started as a side project at the age of 16, quickly transpired into 24-hour days and nights of sharing exclusive and breaking news about the mobile communications industry. BGR now reaches up to 100 million readers a month through the website, syndication partners, and additional channels.