For the first time, Apple is using one of its retail locations to announce a new product. Although next week’s iPhone event happens in Cupertino, Calif., the tech giant will stream the goings-on to London’s Covent Garden Apple store.
The store, Apple’s busiest, will close to shoppers at 3:30 pm, ahead of its normal 9 pm end time, reports say. Press are invited to watch the live stream at 6 pm, London time. Although an Apple statement to store employees gave no reason for the presentation, most believe the event will introduce a new iPhone, among other products.
This will be the first time an Apple event will happen (albeit remotely) at one of the company’s retail locations. Earlier this year, Apple celebrated its 10th anniversary in retail, noting more than 1 billion consumers have passed through the doors of its more than 330 worldwide locations.
Ed Sutherland is a veteran technology journalist who first heard of Apple when they grew on trees, Yahoo was run out of a Stanford dorm and Google was an unknown upstart. Since then, Sutherland has covered the whole technology landscape, concentrating on tracking the trends and figuring out the finances of large (and small) technology companies.
2 responses to “Apple to Stream iPhone Event to UK’s Covent Garden Store”
In regards to leaked pictures of packaging showing a barcode confirming it’s a iPhone 4S and that’s it’s now in Apple’s inventory system…why would Apple got to the bother of broadcasting the event live and closing early one of their main branches around the world just to show off a speedbump iPhone 4S?? I think something big will be revealed if they’re broadcasting live to retail stores..