Apple to again require masks at U.S. stores and limit crowds

Apple, coping with a resurgence in Covid-19 cases and the new omicron variant, is reinstating its mask mandate at U.S. retail locations and will proactively limit store occupancy.

The technology giant said it’s requiring masks for shoppers — a rule that had been dropped at about half of its U.S. stores — to “support the well-being of customers and employees.” “Amid rising cases in many communities, we now require that all customers join our team members in wearing masks while visiting our stores,” the company said in a statement Tuesday.

The reversal underscores the challenges of getting Apple’s retail operations back to normal. The Covid resurgence is hitting at a particularly difficult time, with the holiday shopping season reaching its final stretch. The company expects to generate record sales this quarter, with analysts predicting revenue of about $118 billion.

Apple had limited store occupancy when it began reopening its retail locations in the early months of the pandemic last year, but it eased those restrictions as case counts fell and vaccine availability widened in 2021. Now the precautions will return.

“This is a busy time of year in our stores,” Apple said in a memo that was obtained by Bloomberg News. “Proactively monitoring and managing store occupancy will enable you to engage with customers and teammates at a distance that feels more comfortable.”

In the memo, Cupertino, California-based Apple said the change “comes after reviewing the latest trends in Covid-19 case counts across the U.S., as well as local guidance.” The memo also said that masks are required for both customers and employees regardless of vaccination status and that it is encouraging workers to receive a booster shot.