If you’ve lived in Sonoma County for more than a minute, you know the drill. You park in that cavernous, slightly dim Santa Rosa Plaza garage, hike past the food court, and look for the glowing fruit. For over two decades, that’s been the ritual. But things are changing fast. Right now, the Apple Store in Santa Rosa CA is in the middle of its biggest identity shift since it ditched the "mini-store" look back in 2012.
Honestly, the Santa Rosa Plaza location has been a staple of downtown for 22 years. It opened in 2004, a tiny 1,500-square-foot box that felt more like a futuristic closet than a flagship. Then it grew. Now, it’s packing up entirely. By January 23, 2026, the tech giant is officially trading the indoor mall life for the open-air vibes of Montgomery Village.
What’s the Deal with the New Montgomery Village Location?
It’s not just a change of scenery. This is a massive upgrade in terms of scale. We’re talking about moving from the mall to an 8,684-square-foot standalone space. To put that in perspective, that’s significantly larger than the current spot. It’s going to be sandwiched right between the new Vuori store and Me Spa.
Why does this matter to you? Parking. If you’ve ever tried to rush into the Plaza for a 10:15 AM Genius Bar appointment only to get stuck behind a minivan on Level 3 of the parking structure, you get it. The new spot at Montgomery Village allows for that "park right in front" convenience that North Bay residents usually only get at the Santa Rosa Target.
The new store opens its doors at 12:00 PM on Friday, January 23, 2026. If you’re planning to go, expect the usual Apple fanfare—though word on the street is they aren’t doing the special "Today at Apple" commemorative wallpapers this time around. Kind of a bummer, but the extra elbow room inside will likely make up for it.
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Surviving the Genius Bar: What Most People Get Wrong
Look, we’ve all been there. Your iPhone screen looks like a spiderweb or your MacBook Pro is doing that weird fan-spin-of-death. You want to just walk in and hand it to someone. Don't do that.
The Apple Store in Santa Rosa CA is notoriously busy, especially on weekends when the mall (or soon, the Village) is crawling with people. Walk-in appointments are technically a thing, but you’ll basically be sitting on a wooden stool for two hours while people play with iPads around you.
How to actually get help:
- Download the Apple Support App: It’s way faster than the website. It knows which devices you own.
- The "Bring in for Repair" Loop: If you try to book online, Apple will try to make you chat with a bot first. Keep clicking "Hardware Issue" and eventually, you'll see the option to "Find a Location."
- The Montgomery Shift: During this transition period (mid-January 2026), double-check your confirmation email. You don't want to show up at the Plaza if your appointment is actually scheduled for the grand opening at the new site.
The Secret "Today at Apple" Sessions
Most people think of the store as just a repair shop or a place to spend $1,200 on a phone. But the Santa Rosa crew actually runs some pretty decent free workshops. They have these "Today at Apple" sessions that cover everything from iPhone photography in the Sonoma hills to basic coding.
With the new, larger layout in Montgomery Village, these sessions are expected to get a lot more "theatrical." They’ll have more space for the Forum—that big area with the massive video wall. It’s a solid way to kill an hour if you’re waiting for a friend to finish their spa treatment next door.
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Is the Downtown Mall Dying?
When a heavy hitter like Apple leaves a mall, people start talking. The Santa Rosa Plaza is losing an anchor, for sure. However, the mall management seems pretty optimistic. They’ve already got Dave & Buster’s and P.F. Chang’s moving in to fill the void. It seems like the Plaza is pivoting toward "entertainment and food" while the Montgomery Village area is becoming the high-end "lifestyle" hub.
It’s a bit of a bummer for the downtown foot traffic, but let’s be real: trying to navigate downtown Santa Rosa traffic just to buy a charging cable was never the highlight of anyone's Saturday.
Essential Details for Your Visit
Before you head out, here is the brass-tacks info you actually need.
Current (Closing Soon) Address:
1071 Santa Rosa Plaza, Santa Rosa, CA 95401
Phone: (707) 508-3500
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New Address (Opening Jan 23, 2026):
Montgomery Village Retail Area
(Roughly 2 miles away from the old spot)
Typical Operating Hours:
- Monday - Saturday: 10:00 AM – 8:00 PM
- Sunday: 10:00 AM – 6:00 PM
(Note: These shift during the grand opening week, so check the Apple Store app before driving over.)
What You Should Do Next
If your battery is currently sitting at 78% maximum capacity or you’ve been eyeing the Vision Pro, wait until after the 23rd to visit the new spot. The experience is going to be night and day compared to the cramped Plaza location.
If you have a repair pending right now, pick it up before January 20th. You really don't want your device caught in the "move logistics" between two different parts of town. Log into the Apple Support app today, check your repair status, and make sure your data is backed up to iCloud before you step foot in the new Montgomery Village store. It saves the Geniuses a headache, and it saves you from losing your photos.