Mike Peterson
Apple CEO Tim Cook made an appearance at the grand opening of Apple Tower Theatre, the company's new retail location in downtown L.A., celebrating alongside employees and other attendees.
Cook attended the grand opening alongside retail chief Deirdre O'Brien. During the grand opening, he took pictures with both attendees and welcomed the first customers into the store.
Today we opened the doors to our new store in downtown LA — Apple Tower Theatre. It's a testament to a city rich in culture and diversity. We're so excited to be a part of DTLA! pic.twitter.com/l4UQmZQ5x4
— Tim Cook (@tim_cook) June 24, 2021
Apple Tower Theatre is one of the company's most ambitious restoration projects to date. Built in a historic cinema in L.A.'s Broadway Theater District, the Apple retail location was the result of collaboration between the Cupertino tech giant, leading preservationists and restoration artists, and the City of Los Angeles.
Apple Tower Theatre is the company's first brick-and-mortar location in downtown Los Angeles. It's also the center of a new Today at Apple project meant to offer hands-on experience and mentorship to creatives to young creatives from underrepresented communities.
Other people in attendance at the grand opening include YouTuber Justine Ezarik, who took a selfie with the Apple chief executive.
oh my gosh blurry selfie with Tim on the way into the new Tower Theater Store! pic.twitter.com/b2MojNGDhV
— iJustine (@ijustine) June 24, 2021
Keep up with everything Apple in the weekly AppleInsider Podcast — and get a fast news update from AppleInsider Daily. Just say, "Hey, Siri," to your HomePod mini and ask for these podcasts, and our latest HomeKit Insider episode too. If you want an ad-free main AppleInsider Podcast experience, you can support the AppleInsider podcast by subscribing for $5 per month through Apple's Podcasts app, or via Patreon if you prefer any other podcast player.
Charles Martin
Malcolm Owen
William Gallagher
Christine McKee
Wesley Hilliard
Andrew Orr
17 Comments
I’ve been watching this one for years. Glad it’s finally open. It’s beautiful.
Does Apple actually expect people to call the Store “Apple Tower Theatre”? What a long and terrible name. Fits in line with Apple’s recent names like “Apple TV+“ which could have just been “TV+”.
Just a thought: maybe some day Apple could buy a modern cinema, make it a Store that also plays Apple TV+ movies for free.
It will be the "iTower" soon...
Arg iJustine’s gorgeousness just got wasted on Tim :D :D :D
I’m not from California , but I’ve always heard that nobody goes to downtown L.A. after 5 pm and on the weekends. Are there any L.A. people out there that can confirm if that’s true, or bullshit?