IFO Apple Store reports that Apple is revamping its back-lit in-store photo panels, replacing its signature white-background product shots with visuals inspired by its recent advertising. Out are clean, sterile close-ups of the products, and in are colorful visuals showing what people are doing with the products.

The new graphics were photographed like magazine ads, showing the iPad/iPhone being used in actual situations, complete with their surrounding people and places. Their colors, tone and brightness is much richer and darker than the previous graphics …

Contrast old:

Customers buy Apple's new iPhone 5 smart

And new:


It’s a pretty dramatic shift in style, but consistent with Apple’s recent TV ads and microsites for campaigns like the original Your Verse ad with its later music and travel variations, Powerful, Elevating the ExpeditionParenthood – and, of course, it’s famous holidays ad for the iPhone 5s. 

This visual change-up comes alongside the new Back to School promotion in many countries across the world.

It’s not yet known whether this will be a global roll-out or limited to certain stores, but from what we’ve seen so far, it looks great. If you have photos of examples in other stores, please email them to our tips address or tweet to @9to5mac.

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About the Author

Ben Lovejoy

Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!

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