The new store being built by Apple along the Chicago River is shaping up to be one of the company’s most expensive new locations of 2017.
Apple’s store on the iconic “Magnificent Mile” is being mostly built underground at 401 N. Michigan Ave., but Apple wants the plaza-level entrance to be absolutely fabulous, so it’s going to cost more than $60 million.
Apple is planning to open a magnificent new flagship store in the heart of Chicago, according to a new report that claims the iPhone maker has zeroed in on 401 N. Michigan Ave. Apple already has one retail store on Michigan Avenue, but supposedly plans to shut down that one and move a half-mile south to the southern tip of the Magnificent Mile.
CHICAGO — It didn’t matter that Mel Torgusen had already ordered her Apple Watch at 2 a.m.
She still had to be at the Apple Store on Chicago’s Magnificent Mile at 10 sharp — just to touch one.
“Ever since the announcement, I’ve been counting down the days,” said Torgusen, standing at one of a dozen stations the store had set up for prospective buyers to try the watch. “I’m an Apple person and I didn’t need to try it on to know I’d want one.”
A steady stream of the curious and devoted filed into the store Friday for the big Apple Watch preview. There were about 20 people who had signed up for the early appointments lined up outside the store when the doors opened. Others who did not schedule appointments for a personal tour went past a showcase of watches, then quickly registered for private showings.