9to5Mac:

Apple is evolving its in-store shopping experience with signage and display fixtures that remove ambiguity and encourage increased hands-on interaction with products. New designs that have been spotted in multiple locations reflect the changing requirements of busy stores and appear to address common customer needs.

New easels (are) popping up at some stores across the U.S. and Canada clearly denote an Express Checkout zone to pay for accessories like iPhone cases, cables, and headphones. The signage provides an anchor for customers who are unsure of where to checkout or not aware of the scan and buy self-checkout feature of the Apple Store app.

Looks like the new VP is starting to put her stamp on the place.