Apple London store doors to open 20 November

Kiwi band headlines

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Apple has formally announced that it will open its first UK - nay, first European - Apple Store on Saturday, 20 November.

On that day, at 10am, the doors at 253 Regent Street, London, W1 will open to the public for the first time and "extend Apple's reputation for innovation and flair... bringing a totally new retail experience to Europe".

Apple Store Grand Opening

All of which is no great surprise, Apple having long ago admitted it was working on a UK store, largely through details exposed through its necessarily public recruitment programme. Still, it will be nice to see the site complete after the best part of 12 months' construction and shop-fitting work.

As for the opening itself, Apple fans will undoubtedly be tempted by the free T-shirts the company is handing out to the first 2500 people to show up and enter. They and other punters will have the chance of winning over £2000 worth of "digital lifestyle" kit.

Not only that but 300 packages of products "with an estimated value of over £700" will be sold "for just £249". Pah, Apple, you shouldn't be playing the "estimated value" game - tell us what the combined retail price would be, not what you think it's all worth. We could "estimate" it to be worth £7, and where would that leave "lucky" buyers?

Finally, rockers Steriogram will perform a live set for store vistors' delectation. So a London store is opened by a band from New Zealand. Do Jobs and co. actually know where the UK is? Or are they confusing Middle Earth with Middle Engand. Go figure. ®

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