Apple opens London store

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Apple waited four years to get the premises it wanted

As Apple puts the finishing touches to its new London store for Saturday's grand opening, it appears that punters eager to lay their hands on the firm's iconic iPod music player when the doors open could be disappointed.

Apple says it will not have enough iPods to meet demand when it opens the store, the California-based computer maker's first outlet in Europe.

The company's senior vice-president of retail Ron Johnson admitted that there would only be enough iPods "for the morning rush". Apple has not caught up with the demand for iPods in 10 months.

The shop, on London's landmark Regent Street, will be Apple's 99th outlet since it started opening its own stores three years ago.

Apple is expecting a big turn-out when it opens its doors on Saturday. When it opened its first store in Japan two years ago, the queue outside measured a quarter of a mile long - despite a typhoon hitting the city at the time.

Long wait

The London store will be the company's flagship retail offering in Europe.


In London we're going to make money from day one

Ron Johnson, Apple senior vice-president of retail

In typical Apple style, the store, to which press were given access on Thursday, is a designer's dream of well-illuminated steel, glass and beech fittings.

Apple waited four years to get its hands on 235 Regent Street, with its classical stone façade.

The lease on the building is held by the British Crown, and it is understood Apple has signed for up to 15 years.

Making money


source full story: news.bbc.co.uk/1/hi/business/4023171.stm