I'm guessing this is Angela Ahrendts' influence from the luxury goods world. Their ads have led with narrative (vs. cold tech specs) for a while now. I think it

I'm guessing this is Angela Ahrendts' influence from the luxury goods world. Their ads have led with narrative (vs. cold tech specs) for a while now. I think it's just made it's way into their store design. High-end fashion knows a thing or two about making you feel good about an expensive purchase.