Apple retail stores now feature back-lit wall graphics that promote the iPhone and iPad. The photos are partially based on Apple’s latest series of videos that promote the devices in real-world situations, according to ifo Apple Store.

Previously, the wall graphics at Apple retail stores featured stylized close-ups of products, each done in bright colors and white space. The new designs look like glossy magazine ads, with a tone and brightness “much richer and darker.”

According to the report, the photos are partially based on the latest series of videos that promote the iPad, including those that profile music composer Esa-Pekka Salonen and world traveler Chérie King.

The design changes come as Apple launches its annual back to school promotion.

See also: Apple’s In-House Commercials Not Performing As Well As Ads From Longtime CollaboratorApparent Black And White Display Covers From The 4.7-Inch ‘iPhone 6’ Shown In New Images, and Apple To Announce Q3 2014 Financial Results On July 22.