MacRumors.com

MacRumors has heard from multiple sources that Apple is planning to enhance the in-store iPhone purchasing and activation process at its retail stores. The changes, due to be rolled out as soon as tomorrow, will involve layout changes to current stores to create "iPhone Activation Zones" where customers can pick up and activate iPhones after having gone through the pre-authorization process online.

The activation zones will reportedly be staffed by a new category of retail store employee called "iPhone Experts", who will be denoted by unique name badges and t-shirts. With the move, Apple is clearly looking to streamline the iPhone purchasing experience for customers and provide a dedicated iPhone point of contact within the crowded retail store setting, particularly for new customers whose first experience with Apple products may be the iPhone.