Apple chiefs Ive and Ahrendts collaborate on store refresh to showcase the Apple Watch

Apple's design chief Jony Ive and senior vice president of retail and online stores Angela Ahrendts are reshuffling the brand's store layout to best display the Apple Watch which will hit shelves soon.

The pair is collaborating to showcase its smartwatches in-store before the wearable's scheduled US release in April, according to an Ive profile in the New Yorker.

The profile stated: “Ive has begun to work with Ahrendts on a redesign - as yet unannounced - of the Apple Stores.

“These new spaces will surely become a more natural setting for vitrines filled with gold (and perhaps less welcoming, at least in some corners, to tourists and truants).”

Customers will be able to purchase the Apple Watch online and in-store, with the stores to be refreshed to best accommodate Apple’s latest leading product.

The outlets will also be fitted with safes for storing the 18k gold Apple Watch which could set consumers back as much as $5,000.