Apple today quietly installed a new look at its 350 stores worldwide, using dedicated iPad stations near all its products as sales tools for comparison shopping and customer assistance.

A new in-store app on the iPad is there to answer questions from customers and keep them in the store — instead of leaving to research online at home. Tap a button for help, and the picture of an available sales rep shows up on the iPad with a promise that he or she will be right over to assist you.

It's part of a new push for the Apple Store, which celebrated its 10th anniversary Thursday, to enhance customer service.

The move could create a ripple effect among retailers, which have turned to the iPad and other mobile technology to communicate with customers and conduct business, says Yankee Group analyst Carl Howe. Once consumers experience the new Apple Store setup, they'll be loath to return to stores covered in garish signs hawking features and special deals, Howe says. "Other companies are going to have to move in a similar direction. I see it as a way to deliver a differentiated experience."

Some restaurants and retail stores already are using iPad to display menus and take orders, says Gartner analyst Carolina Milanesi. "This use of the iPad will show yet another opportunity for businesses to take advantage of."

When Apple first opened its retail stores, the company won kudos for its Genius Bar, a free service offering tech support to Apple customers. But as the array and popularity of Apple products grew, appointments became harder to come by despite a hiring boom by Apple. The company says Genius meetings are now easier to make.

Since the February launch of its iPad 2 tablet computer, Apple has been quietly testing "personal setup" for customers in all its stores. Purchasers of new Apple products — computers, the iPhone, iPod, iPad or Apple TV— could have the sales staff add their e-mail settings, set up an iTunes account and download favorite apps. Now Apple has set aside a dedicated, marked area in each store for the service.

Apple executives are "keeping ahead of their competition by running their retail business the same way they build their devices, using technology and software to deliver the ultimate experience," says Milanesi.

Apple is also shifting the emphasis of the in-store classes it has offered for years. While movie editing and digital photography will still be part of the mix, the new focus is on simple things such as tips and tricks for the iPhone and iPad.