Tim Cook in London to Talk Apple Watch and Visit Covent Garden Retail Store

Apple CEO Tim Cook on Friday made an unannounced visit to the iconic Apple Store in Covent Garden, a popular shopping and tourist location in London, according to The Telegraph. The chief executive also sat down for an interview with the British publication to discuss the Apple Watch, providing a few more interesting details about the device ahead of Apple's highly-anticipated "Spring Forward" media event on March 9.

Tim Cook Convent Garden London
Cook claimed that the Apple Watch will have several features that go beyond timekeeping and health and fitness, such as the ability to replace large car key fobs that come with most current vehicles. "This will be just like the iPhone: people wanted it and bought for a particular reason, perhaps for browsing, but then found out that they loved it for all sorts of other reasons," he said.

The chief executive told Apple retail employees at the Covent Garden store that the Apple Watch will be unlike any other product the company has ever sold before. "We've never sold anything as a company that people could try on before", said Cook. He added that "tweaking the experience in the store" will likely be a requirement when the wrist-worn device launches in April.

During his visit to the Covent Garden store, one retail employee asked Cook what his biggest accomplishment was in the past year. "I'm proud we stayed true to our North Star", replied Cook. "We are pro-privacy, pro-environment and pro-human rights." He added that the Covent Garden location is one of his favorite Apple Stores and praised the retail staff for being such a contributing factor to Apple's success.

Cook has been traveling on an international tour this week, making stops in Belgium, Germany and Israel over the past several days. The chief executive kicked off the week in Belgium to meet with the European Commission, visited the newsroom of popular German publication BILD on Tuesday and traveled to Israel on Wednesday to sit down with President Reuven Rivlin, committing to continued growth in the country.

Popular Stories

iPhone 17 Pro Lower Logo Feature 1

iPhone 17 Pro Coming Soon With These 14 New Features

Monday June 30, 2025 1:08 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are less than three months away, and there are plenty of rumors about the devices. Apple is expected to launch the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max in September this year. Below, we recap key changes rumored for the iPhone 17 Pro models:Aluminum frame: iPhone 17 Pro models are rumored to have an...
A18 Pro Chip

New MacBook With A18 Pro Chip Spotted in Apple Code

Monday June 30, 2025 8:05 am PDT by
Apple is developing a MacBook with the A18 Pro chip, according to findings in backend code uncovered by MacRumors. Earlier today, Apple analyst Ming-Chi Kuo reported that Apple is planning to launch a low-cost MacBook powered by an iPhone chip. The machine is expected to feature a 13-inch display, the A18 Pro chip, and color options that include silver, blue, pink, and yellow. MacRumors...
iPhone Car Key WWDC 2025

Apple Announces 13 Automakers Planning to Offer iPhone Car Keys

Friday June 27, 2025 11:42 am PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. During its WWDC 2025 keynote, Apple said that 13...
maxresdefault

Five Features Coming to AirPods Pro 3

Friday June 27, 2025 10:52 am PDT by
Apple hasn't updated the AirPods Pro since 2022, and the earbuds are due for a refresh. We're counting on a new model this year, and we've seen several hints of new AirPods tucked away in Apple's code. Rumors suggest that Apple has some exciting new features planned that will make it worthwhile to upgrade to the latest model. Subscribe to the MacRumors YouTube channel for more videos. Heal...
macbook air spacegray purple

Apple Planning to Launch Low-Cost MacBook Powered By iPhone Chip

Monday June 30, 2025 3:20 am PDT by
Apple is planning to launch a low-cost MacBook powered by an iPhone chip, according to Apple analyst Ming-Chi Kuo. In an article published on X, Kuo explained that the device will feature a 13-inch display and the A18 Pro chip, making it the first Mac powered by an iPhone chip. The A18 Pro chip debuted in the iPhone 16 Pro last year. To date, all Apple silicon Macs have contained M-series...
iPhone 17 Pro Lower Logo Magsafe

iPhone 17 Pro's New MagSafe Design Revealed in Leaked Photo

Wednesday July 2, 2025 8:37 am PDT by
The upcoming iPhone 17 Pro and iPhone 17 Pro Max are rumored to have a slightly different MagSafe magnet layout compared to existing iPhone models, and a leaked photo has offered a closer look at the supposed new design. The leaker Majin Bu today shared a photo of alleged MagSafe magnet arrays for third-party iPhone 17 Pro cases. On existing iPhone models with MagSafe, the magnets form a...
anker power bank recall

PSA: Anker Recalls Multiple Power Banks Due to Fire Risk

Friday June 27, 2025 4:16 pm PDT by
Popular accessory maker Anker this month launched two separate recalls for its power banks, some of which may be a fire risk. The first recall affects Anker PowerCore 10000 Power Banks sold between June 1, 2016 and December 31, 2022 in the United States. Anker says that these power banks have a "potential issue" with the battery inside, which can lead to overheating, melting of plastic...
iOS 18

Apple Releases Second iOS 18.6 Public Beta

Tuesday July 1, 2025 10:19 am PDT by
Apple today seeded the second betas of upcoming iOS 18.6 and iPadOS 18.6 updates to public beta testers, with the betas coming just a day after Apple provided the betas to developers. Apple has also released a second beta of macOS Sequoia 15.6. Testers who have signed up for beta updates through Apple's beta site can download iOS 18.6 and iPadOS 18.6 from the Settings app on a compatible...

Top Rated Comments

zedsdead Avatar
135 months ago
What I wouldn't give to completely get rid of my keychain.
Score: 18 Votes (Like | Disagree)
SatManager Avatar
135 months ago
Seriously, I can get rid of my Ford Key Fob and walk up open and start my car with my Apple Watch and iPhone? Now that is a neat reason to get the watch.
Score: 15 Votes (Like | Disagree)
heeloliver Avatar
135 months ago
I'm seriously so BOTHERED by the fact that Apple cares so much about making a WATCH and a CAR but can't even get WiFi to work in Yosemite!

Has Apple just lost the care they used to have for their customers? :mad:

Ah, something like this is posted in every single thread. Thanks for reminding me that apple has different divisions working on different tasks.

----------

Something I keep wondering...

How well will the :apple:Watch possibly do in colder climates? When I'm outside in winter here, I have several layers on over my arms, plus gloves. The watch itself won't be warm, so I wouldn't want it to be the only layer between my wrist and the elements. If it's under layers, it's useless (plus it'll make taking those layers off and putting them on more difficult). If it's on top of the layers, it's tacky, I'd worry about it being stolen, and it may as well just be a tiny iPod touch strapped to my wrist for all it's able to do - it won't be able to monitor any health information an iPod Touch couldn't. Plus its pulse feedback wouldn't work.

I just feel like the :apple:Watch will only work for people who live in warmer climates.

So almost like any watch ever?
Score: 14 Votes (Like | Disagree)
xionxiox Avatar
135 months ago
Is there any way to hide any front page article tagged with #timcook? Sheesh. I don't care where he is or what he's doing at any given moment. Or ever really.

Apple put so much time and effort into the smooth scrolling functionality on Macs and iOS devices. You should try using it.
Score: 11 Votes (Like | Disagree)
aaronhead14 Avatar
135 months ago
I'm seriously so BOTHERED by the fact that Apple cares so much about making a WATCH and a CAR but can't even get WiFi to work in Yosemite!

Has Apple just lost the care they used to have for their customers? :mad:
Score: 11 Votes (Like | Disagree)
leenak Avatar
135 months ago
I wonder if Apple will sell the Edition online, or if you will need to go to a store to get it. Do I trust UPS or FedEx with a $10,000 watch? Perhaps Tim Cook will drop a few more clues at events before the 9th.

There are many things you can buy online that are more expensive than an apple watch will be.
Score: 10 Votes (Like | Disagree)