LondonNet News Headlines
11/11/04
London Fed the Biggest Apple
- New Regent Street shop for cool computer company

THE APPLE computer company opens its flagship shop in London this weekend, the biggest Apple outlet on the planet.

Apple is known as much for its cool image as for the nuts and bolts of its machines, so it comes as little surprise the company decided to locate its new store on stylish Regent Street rather than the traditional home of tech stores, Tottenham Court Road, which is found at the less upmarket end of Oxford Street.

The part of Regent Street now home to Apple is owned by the Crown, which insisted on a 15 year lease for Apple's new store, but the company believes its risk is minimal. "We only open stores that we know are going to be profitable," said Ron Johnson, Apple's Senior Vice-President of retail. "Here in London we're going to make money from day one."

The shop itself promises to offer something more than your average high street PC outlet, with a kids area, a theatre and a studio staffed by creatives ready to help Mac users with any Apple inquiry.

The shop opens at 10am, Saturday 20th November. Big queues are expected with the first 2,500 customers receiving a free commemorative T-shirt. London Apple-heads can double up on Mac-mania by visiting the MacExpo, held until Saturday at the Business Design Centre, Islington.




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