Though JCPenney has been around for years (decades, even), this particular store is new. It is in fact about only a year old. The concept is startling new - it's more like an Apple Store than the old department store model that we are all used to.\n\nAnd that's where it falls down. The problem is that it was built out by a new CEO - who I believe worked for Apple - and it is designed to appeal to those who might shop at an Apple Store. But most people shopping for the latest iPhone aren't going to suddenly shop at JCPenney.\n\nInstead, they are your grandmothers. Or their grandmothers. Which is fine. We all have them. And truth be told, I shop there as well, because their product is better than Wal-Mart, and they have some pretty good sales as well. But I don't go looking for iPhones, or fancy displays.\n\nThough the store isn't bad, it's not JCPenney, and it has these strange little stores within a store - almost like a Black Lion department store, except it's not. And instead of having one price without needing coupons or watching sales, you still sorta need to do that, since the one price concept didn't work. And the layout is really odd. Rather than having men's and women's department's, everything is just all over the place and organized by type - jeans over here and whatnot. I'd probably rather take the old style store. Then, I'm old too, so it explains a lot.