Roger Fingas
Apple has announced that its revamped Century City store — on Santa Monica Boulevard in Los Angeles — will open Nov. 3, just in time to host people hunting for an iPhone X at retail.
The shop will have special hours that day running from 8 a.m. to 9 p.m., Apple said. The company typically opens stores early on iPhone launch days in order to accommodate traffic.
Earlier this month Apple hinted only that the store would be ready sometime this fall. Century City has been undergoing $1 billion in renovations, which Apple presumably used as an opportunity to relocate and grow.
The mall's existing Apple store dates back to 2005, and is much tinier than most modern locations. The new one should be substantially larger and adopt the company's current retail aesthetics, which include things like trees, wooden shelving, and oversized video displays. It's unknown if the shop will have room for dedicated Today at Apple seating.
On Tuesday Apple said that it would have a limited number of iPhone X units in stores on Nov. 3, warning people to "arrive early" if they want one. Bottlenecks have reportedly severely limited production, which could lead to weeks-long delays for online preorders. Preorders begin at 12:01 a.m. Pacific time on Friday.
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2 Comments
Open just in time to turn away everyone after the 17th person waiting in line on day 1 to buy the iPhone X ;)
Is the word "launch" being overused these days? How do you launch a store? It's an opening, not an introduction of a new product.