26. April 2013–
It's official: the Berlin Apple Store is opening 3 May at 5pm. As we reported last week, the historic building in the centre of Kurfürstendamm was nearing completion, with the scaffolding being removed and the shop front being readied. Now the date has been set for the fanboys to flock to West Berlin...
This is the eleventh Apple store in Germany, and the first in the capital. In true Apple style, the company remained absolutely tight-lipped about the opening until this simple mailout dropped in our inboxes today (see above), with European press representatives even refusing to acknowledge there would be a store at all at the site of the former cinema (although the giant apple sign of the scaffolding covers was a bit of a giveaway).
Another hype-builder is the 5pm opening time – Apple is clearly hoping for hordes of Berlin-based zealots to line the streets before it throws open its doors. Store openings around the world have become events in their own right, with queues reaching the hundreds in the hope of some free swag. Or at least a T-shirt.
TUAW has reported that the store will be open on the first day from 5pm to 10pm, and 10am until 10pm the following day, Saturday 4 May – which looks set to be a bumper retail day. It will also be open 1pm until 6pm in Sunday 5 May. Following that, it will adhere to regular opening hours of 10am until 8pm.
Apple has about 330 retail stores worldwide, which sold $16 billion worth of merchandise in 2011.