Steve Jobs, Jony Ive Behind Apple Store 2.0 Initiative - Sources

Rumors surrounding the 10th anniversary of Apple’s iconic retail stores are reaching the boiling point with a source dropping ‘a load of unconfirmed information’ about an overhaul of the company’s brick and mortar venues led by CEO Steve Jobs and design guru Jony Ive.

The source, quoted by Apple-centric blog 9to5mac, says Apple has been working on a new type of stores for a while now.

One of the major changes will be an enhanced personal setup service, though we’re almost sure aesthetic changes are in the cards for Apple’s stores as well, knowing how Apple operates.

According to this source, Personal Setup will have new dedicated areas called “Startup Sessions.”

The bars are allegedly even more interactive than they are now, and  signage will be handled with “interactive iPads”.

In some key locations - such as the flagship Fifth Avenue Apple store in New York - Apple will install “huge” displays and all-new sound systems. The purpose of these new additions is not detailed.

Apple is said to be gearing up to release a new iOS application catering to Apple Store enthusiasts.

Also “interactive” (heck, everything is interactive in the 2.0 Apple store so far), the app would know which store the user has just walked in, and even “ask” if they’d like to speak to a specialist.

If all this is confirmed, and if SVP of Design Jony Ive is directly involved, we can expect at least one new Apple Retail store to emerge looking a bit like the one in the rendering displayed above (click to enlarge).

After all, what’s the purpose of including Apple’s design genius in the initiative if you’re not going to give the stores a new look and feel, right?

We’ll keep you posted as the events unfold. Currently, Apple is rumored to be hosting a special event this weekend across all of its retail stores, not just in the US, but worldwide.