World's biggest Apple store opens in Covent Garden


Recommended Posts

The world's largest Apple shop has opened in London's Covent Garden.

Some people began queuing on Friday so they could be among the first customers when the shop opened its doors at 1000 BST on Saturday.

An Apple executive said it was "a big moment" for the firm as it was its 300th store.

The Grade II listed building on The Piazza has been restored using English oak and York stone and it will employ 300 staff.

Ron Johnson, Apple's senior vice president of retail, said: "Every time we make a product, we try and better what came before it, we tried to do the same with our stores and this is what we have done here.

"It is our most historic store, we've spent a lot of time refurbishing the building, retaining its original features and giving it an Apple spin."

_48644995_apple_getty.jpg

The new store is Apple's 28th in the UK The first customer arrived at 1000 BST on Friday.

International law student Rose Williams from Pittsburgh, Pennsylvania, said she used the time queuing to brush up on her studies.

"I brought along two law books," said the 29-year-old. "But with all the people wanting to talk to me I've not had much chance to read them.

"I'm hoping to buy an iPhone and maybe an iPad - I might treat myself to both."

So far this year nearly 150 million people have visited Apple stores in 10 countries from the US and UK to Japan, China and Switzerland.

However, London's Regent Street store is Apple's busiest.

The actor and writer Stephen Fry, renowned as one of the company's devotees, wrote on his Twitter feed that the shop's prestigious address - No 1, The Piazza, Covent Garden - meant that "if all goes wrong, Apple will survive as real-estate owners".

From: BBC News

Great building and a really good location.

But as much as I like Apple stores this seems a tad excessive, all they need is a medium to large sized unit in a shopping centre. This building could (/should) have been used for something, for lack of a better phrase, more deserving.

This is why I like spending a little more for apple products.

Going into the Apple Store is 'part of the experience', or at least you can check google maps, email for free, and try any product.

Sure they could have made it like PC World or Currys, but does anybody actually like going there. :laugh:

In any case I'd rather that building be an Apple store, than another Tesco Express or Sainsburys Local.

A friend of mine went there yesterday, but after being told that he'd have to wait for 10 hours in a queue, he left. According to him, several queues were created -- just browsing, buying an iPad, purchasing an iPhone, etc -- and first few hundred got a t-shirt. It's just a store, methinks....

Do people really have nothing better to do than stand in line for 10+ hours just to walk into a STORE? At least with the iPhone 4 lines, you got something out of it at the end, but what's the point here? You give up hours of your life to go into a store that sells lots of overpriced accessories that could be gotten cheaper elsewhere.

It's this "experience" that some speak of that only adds to the "smug Mac user" stereotype.

That isn't the new one, that is the Regent Street store.

I'm surprised people queue to be the first in, were they selling something special at the same time?

Maann that place really looks cool too.

Even though I'm not much of a mac user, I still think it would be awesome to travel to as many Apple stores as possible. Get one of those maps out, with the different color tacks for each place :whistle:

I was thinking the same thing. Good for them that they chose to retain all of that.

As Brodel said above, thats not the Covent Garden store.

I went to the Covent Garden one this morning and it is HUGE! The outside is very nice and fits in with the general architecture of the surrounding buildings etc.

Hmm, all the apple stores I have been too all seem to suffer from the same issue, there is not enough software/hardware to even fill up there limited smaller sizes, they just repear the same box's and hardware around the store rather then having much more actual product on display....

So they have an even bigger version of that in a building that should be used for far more deserving purposes.....

"we now have 3x the space, what will we fill it with?" "exactly the same as before just 3 times as many of the same products..."

Seems a bit excessive. Why does it need that much space?

The more space they have, they less stock they can display and the more they can charge for it; especially in that locale... It's like top end fashion stores. Huge shops, bugger all on the shelves, and you need a mortgage for a pair of socks.

This topic is now closed to further replies.
  • Recently Browsing   0 members

    • No registered users viewing this page.
  • Posts

    • And the fact that the majority of people from Poland are white European Christians while the people you are complaining about in post after post are not is just a coincidence... Every sentence in your post I am replying to is racist nonsense. None of it is actually based on any facts whatsoever. All immigrants are seeking a better life too. It's literally the only reason they would risk everything and leave their homes, families, and homeland. They are working and contributing to the economy too, as you even admit. They get the same benefits your partner did AND that YOU are eligible for as well. That is one of the key things of the EU and a mark of a civilization. That is the definition of a society where everyone is given a chance, treated equally and fairly, and is judged by the content of their character, not their different skin color or which version of ignorant superstitious nonsense their parents lied about as children. Racists around the world said the same things about the Irish and Jews and Poles (like your partner) and...every other immigrant movement over the centuries. What's your family's heritage, by the way? Were your ancestors lied about with racist fearmongering crapola by self-entitled locals the same way as you are now? If someone like that said the same things about all people from Poland, like your partner, would they be right? Or would you want them to judge your partner based on who they actually were, not where they just happened to come from?
    • Again, this is an irrelevant attempt to attack the messenger. The truth does not require any justification.
    • Removed the blue and underline as you did not post a link. This would also  be considered spamming.
    • Why it's almost impossible to produce a smartphone in the United States by Hamid Ganji If you look at the back of some Apple products, you can see the famous phrase “Designed by Apple in California, Assembled in China.” This phrase appears on products from one of the largest smartphone brands in the United States. These products are designed in the U.S., but their manufacturing takes place in China, India, Vietnam, or even Brazil. But why can’t Apple, as one of the largest American tech companies, produce its iPhones on U.S. soil? The idea for this topic came to me after the Trump Foundation launched a smartphone called the T1 and claimed that it was designed and built with American values in mind. However, this claim did not last long, as it was revealed that Trump’s phone was actually a rebranded HTC U24 Pro, with only a gold case and minor internal component changes. You see? Even a phone that is supposed to represent American values is manufactured in China. With a gross domestic product (GDP) exceeding $32 trillion, the United States is currently the world’s largest economy, while China ranks second with around $20 trillion. On the other hand, the United States is by a wide margin the global leader in various technological fields, and American companies spend hundreds of billions of dollars annually on research and development. From Apple and Google to Microsoft, Lockheed Martin, Boeing, and others, American tech and industrial giants lead their foreign competitors in many sectors. The United States also has no shortage of smartphone brands. Apple, Google, and Motorola are among the major brands in the smartphone market, collectively holding a significant share. However, the vast majority of their products are manufactured outside the United States. So why is it that the world’s largest economy, home to the most advanced technology companies and industrial powers, cannot produce a smartphone on its own soil? Let’s explore this question together. Even threats to impose tariffs won’t work After Trump entered the White House as the 47th President of the United States, his administration adopted strict tariff policies. One of these policies was the imposition of a 25% tariff on smartphones manufactured outside the United States. Trump said he “had a little problem” with Apple CEO Tim Cook over producing smartphones outside the U.S. So he thought that threatening a 25% tax on imported phones might force Apple to bring manufacturing back to the United States. “I have long ago informed Tim Cook of Apple that I expect their iPhones that will be sold in the United States of America will be manufactured and built in the United States, not India, or anyplace else,” Trump wrote on Truth Social. Image via The White House Although Apple currently manufactures some of the iPhone’s chips in the United States with TSMC's help, it still shows no willingness to shift full iPhone production to the country. At the time, renowned Apple supply chain analyst Ming-Chi Kuo wrote on X, “In terms of profitability, it’s way better for Apple to take the hit of a 25% tariff on iPhones sold in the US market than to move iPhone assembly lines back to the US.” However, manufacturing a smartphone in the United States is not as easy as it might seem, and many technical and economic barriers are involved. The lack of necessary manufacturing hubs There is a clear reason why many companies prefer to manufacture their products in China. China has established itself as the main global manufacturing hub for international companies, and over the past few decades, large contract manufacturers have emerged there, allowing companies like Apple to outsource production. One such example is Foxconn, which also manufactures some Apple products in India. Building the infrastructure required to produce smartphones in the United States would require tens of billions of dollars in new investment. Factories would need to be built, essential manufacturing equipment would have to be installed, and, most importantly, a skilled workforce capable of operating these systems would need to be recruited and trained. The United States currently lacks the core infrastructure needed to manufacture smartphones, and for this reason, many companies prefer to outsource production to Chinese contractors rather than spend tens of billions of dollars to build that infrastructure, which is significantly more economically efficient. Additionally, building such infrastructure in the United States could take up to a decade, ultimately leading to a significant increase in the product's final price for consumers. Shortage of trained labor in the U.S. compared to China Decades of serving as a global manufacturing hub have allowed China to build a massive talent pool in the production sector that is almost unmatched worldwide. Today, if a company chooses to manufacture its products in China, it can be confident that the workers involved in production have years of experience in their respective roles and are capable of producing high-quality goods with minimal errors. Even if we assume that tens of billions of dollars were invested in building smartphone manufacturing infrastructure in the United States, finding skilled workers would remain highly challenging. Apple CEO Tim Cook visiting the iPhone 6 assembly line in China in 2014. Image: Tim Cook on X In a 2015 interview on CBS’s 60 Minutes, Tim Cook said the main reason Apple isn’t producing in the US is a lack of skills. "China put an enormous focus on manufacturing, in what you and I would call vocational kind of skills. The US over time began to stop having as many vocational kinds of skills. I mean you could take every tool and die maker in the United States and probably put them in the room that we're currently sitting in. In China you would have to have multiple football fields,” Cook said. Also, in 2017, at the Fortune Global Forum in Guangzhou, Cook once again emphasized the importance of highly skilled Chinese workers. “China has moved into very advanced manufacturing, so you find in China the intersection of craftsman kind of skill, and sophisticated robotics and the computer science world. That intersection, which is very rare to find anywhere, that kind of skill, is very important to our business because of the precision and quality level that we like. The thing that most people focus on if they’re a foreigner coming to China is the size of the market, and obviously, it’s the biggest market in the world in so many areas. But for us, the number one attraction is the quality of the people,” Apple CEO said. Higher labor costs in the United States Producing almost any product in the United States is more expensive than in many other countries, and one of the main reasons is the higher cost of labor in the U.S. According to the Bureau of Labor Statistics, median weekly earnings of full-time workers in the United States were $1,235 in the first quarter of 2026. Meanwhile, the average annual salary in China's private sector in 2025 was RMB 71,590 (US$9,961). In many parts of the world, the weekly wage of an American worker is equivalent to several months of income. Another important factor to consider is that in the United States, the workforce capable of working on a smartphone assembly line is highly specialized and therefore commands higher-than-average wages. According to an estimate by Bank of America, producing an iPhone in the U.S. is technically possible, but “iPhone cost can increase 25% purely on higher labor cost in the U.S.” However, this 25% increase applies only if final assembly is performed in the United States while components are still sourced from China or elsewhere. In this case, the price of a base iPhone would rise from $799 to around $1,000. But in another scenario, if Apple were to produce the required components for the iPhone within the United States, production costs could increase by more than 90%. Trump’s dream for a “Made in the USA” iPhone might never come true In a free-market capitalist economy, one of the primary responsibilities of any CEO is to maximize profit. Using Apple as an example, Tim Cook’s role is to maximize the company’s profits so that it can fund research and development for new products and invest in areas such as artificial intelligence, while also keeping shareholders satisfied. Therefore, it is entirely understandable that Apple would choose not to bring its manufacturing back to the United States and instead keep production in countries where labor is cheaper, and products can be manufactured at a lower cost, thereby maximizing its profit margins. What is your opinion about manufacturing smartphones in the United States? If you are an American citizen, would you be willing to pay hundreds of dollars more for a smartphone made domestically in the USA? Let us know in the comments.
  • Recent Achievements

    • Conversation Starter
      jessse3334 earned a badge
      Conversation Starter
    • Reacting Well
      JuvenileDelinquent earned a badge
      Reacting Well
    • One Month Later
      Excellence2025 earned a badge
      One Month Later
    • Week One Done
      Excellence2025 earned a badge
      Week One Done
    • Week One Done
      flexorcist earned a badge
      Week One Done
  • Popular Contributors

    1. 1
      +primortal
      506
    2. 2
      +Edouard
      196
    3. 3
      PsYcHoKiLLa
      153
    4. 4
      Steven P.
      72
    5. 5
      FloatingFatMan
      65
  • Tell a friend

    Love Neowin? Tell a friend!