The in-store repairs are part of an effort to lower repair costs. Apple first began offering in-store phone repairs for the iPhone 5 back in June of 2013, and expanded to iPhone 5c repairs in January of this year.
Users with a cracked or damaged iPhone 5s display that do not have AppleCare+ now have the option to pay a $149 fee to get the screen repaired right at an Apple retail location. Prior to establishing an in-store repair center, users were forced to pay $229 for a replacement screen as Apple had to send damaged devices off-site.
With the ability to replace iPhone 5, 5c, and 5s screens, Apple can significantly cut down on repair costs and wait times. In a June 2013 employee meeting, Apple noted that its in-house repair policies could save the company as much as $1 billion per year.