"Ultimate Apple Experience" Opens June 27

by , 8:00 AM EDT, June 20th, 2003

Apple Computer is inviting the public to what it calls "The ultimate Apple experience" at the June 27 grand opening of it's third Flagship store in Chicago.

The Cupertino based company has decided to change the formula a bit, despite the success of the numerous Apple stores already opened. "We've taken everything that we learned from our other stores and designed the ultimate Apple Store especially for you," says the company on the Web page for the new Chicago store. Along with the usual large selection of Apple products and accessories, the North Michigan Avenue storefront will feature the first-ever Apple Store Internet Café with 16 Macs ready for visitors to check their e-mail or visit favorite Web sites.

After the initial festivities have died down, special events are planned throughout June and July. The in-store theater is already booked with various workshops and demonstrations, including photographers such as Carol Freeman and musicians from the rock band Cheap Trick, in the Made on a Mac Series. There will even be Genius Unplugged sessions, offering informal technical question and answer sessions at the Genius Bar.

Besides a T-shirt giveaway, which has become standard at the grand openings, Apple is also planning a live musical performance and an iPod equipped DJ to help celebrate.

More information and demonstration schedules can be found on Apple's Web site.

The Mac Observer Spin:

The SOHO store in New York has a beautiful glass stairwell and a double Genius Bar and the new Chicago store gets a swanky internet cafe. Have we missed something or has the Los Angeles Flagship Store been slighted? Jealousy is sure to flare.

Seriously though, With Apple's nationwide strategy, it's important for it to have an impressive presence in the three largest cities. With that goal met, it can get down to business completing the rest of the 100 stores around the country.

Apple Computer