Apple's First Store With Dedicated Pickup Area in UK Opens This Week

Apple today shared a preview of its new Brompton Road store in London, which opens to the public this Thursday, July 28 at 4 p.m. local time.

Apple Brompton Road Apple Pickup
Apple Brompton Road is the first Apple Store in the UK with a dedicated Apple Pickup area for customers to pick up their products ordered on Apple's online store.

Apple has rolled out a dedicated pickup area in a handful of stores since late 2021, including Apple The Mall at Bay Plaza in New York City, Apple The Grove in Los Angeles, Apple Rosenthaler Straße in Berlin, Apple Myeongdong in Seoul, and a few others.

Apple Brompton Road Front
Other design aspects of Apple Brompton Road include floor-to-ceiling windows along the facade, a unique curved timber ceiling, terrazzo flooring, a mirrored ceiling above the Forum area for Today at Apple sessions, a dozen Sicilian ficus trees with seating at the base of each planter, and more. Apple says the store is powered by 100% renewable energy.

Apple Brompton Road is located in London's busy Knightsbridge neighborhood alongside many other flagship retailers, including the department store Harrods. Apple says the store has over 200 employees who collectively speak more than 45 languages.

Apple Brompton Road Inside
"We are thrilled to open Apple Brompton Road in London, a city teeming with energy, history, and cultural diversity," said Apple's retail chief Deirdre O'Brien. "The store's focus on creativity gives our incredible team members the perfect space to share their passion and expertise with Londoners and visitors from around the world."

On July 30, four Apple Fitness+ trainers will join Apple's head of fitness technologies Jay Blahnik for an in-store Q&A session at Apple Brompton Road, followed by a three-kilometer walk and five-kilometer run in nearby Hyde Park.

Top Rated Comments

contacos Avatar
19 weeks ago
Did not know that wasn't a thing everywhere.

Generally I wish they would bring (back?) check out counters like every damn store in existence. I don't go a lot but every time I do, I feel like an Idiot trying to find a "Genius" that is free and I can "bother" with taking my money. "Sorry, I can't but someone will be with you shortly. SMILEY FACE".

Same with getting support actually. They tell you to sit down wherever in the store and you hope, they did not forget about you. Last time i was sitting under some random decorative tree at the store, watching "Geniuses" having a chat with one another wondering if they will ever take my case. I don't understand why they do not have a dedicated area where you sit down and a display shows you which Number is next or whatever.
Score: 11 Votes (Like | Disagree)
antiprotest Avatar
19 weeks ago
Finally. But I wish they would bring back counters for everything, rather than making customers hunt down a "genius" and shoving other people away in order to get any help with every little thing. Did the Burberry lady made that mess? I forgot her name.
Score: 7 Votes (Like | Disagree)
Vjosullivan Avatar
19 weeks ago
"dedicated pick up area". ?
Score: 6 Votes (Like | Disagree)
BellSystem Avatar
19 weeks ago
Thank god. I am so sick of placing an online order and having to wait 30 minutes for someone to "be right with me".
Score: 6 Votes (Like | Disagree)
contacos Avatar
19 weeks ago

What's the point of a "dedicated pick-up" area when you can have your devices delivered right at the doorstep. It's not like they are serving the customers with alcohol. With the dedicated pickup area, I'm sure you still have to wait in line.
Online Order delivery: some time in August
Online Order pick-up: potentially same day, depending on the store
Score: 5 Votes (Like | Disagree)
imnotthewalrus Avatar
19 weeks ago

Finally. But I wish they would bring back counters for everything, rather than making customers hunt down a "genius" and shoving other people away in order to get any help with every little thing. Did the Burberry lady made that mess? I forgot her name.
Angela Ahrendts. She all but destroyed Apple Retail.
Score: 5 Votes (Like | Disagree)

Related Stories

Apple Bridgeport Village Store New

New Apple Store Opening Tomorrow in Portland Area's Bridgeport Village

Friday November 11, 2022 10:02 am PST by
Apple will be opening a new store at Bridgeport Village in the Portland, Oregon area this Saturday, November 12 at 10 a.m. local time, as noted by retail enthusiast and creative Michael Steeber. The store is located at 7273 SW Bridgeport Road, a short distance away from Apple's previous location in the outdoor shopping center. Photo Credit: Cabel Sasser The new store is larger and features...
American Dream Mall

Apple Store Opening at Massive American Dream Mall Outside New York City

Monday November 28, 2022 1:26 pm PST by
Apple today announced it is opening a new retail store at the massive American Dream shopping mall in East Rutherford, New Jersey on Saturday, December 3, at 11 a.m. local time. The store is located around 10 miles outside Midtown Manhattan by car. American Dream is the second-largest shopping mall in the U.S. behind the Mall of America in Minnesota. Opened in 2019, the...
apple glasgow

Apple Store in Glasgow Makes History as First UK Store to Unionize

Wednesday November 2, 2022 8:06 am PDT by
Apple's retail store in Glasgow, Scotland, has become the first UK store to officially vote in favor of forming a union. Staff at the Glasgow store had been eyeing unionization for some time and comes amid continued concerns for some employees over pay and working conditions. Staff at the Glasgow store are now set to use their unionization to push for higher hourly pay. In response to the ...
Apple Pacific Centre Store 2022

Apple Announces New Flagship Store Opening in Vancouver, Canada Next Week

Tuesday November 8, 2022 11:51 am PST by
Apple today announced that it will be opening an impressive new street-facing store in Vancouver, British Columbia on Friday, November 18. Credit: Apple The new Apple Pacific Centre store is positioned diagonally on the corner of West Georgia and Howe Streets and faces the Vancouver Art Gallery. To celebrate the grand opening of the store, the glass facade is wrapped in colorful artwork...
Apple Penn Square

Apple Store in Oklahoma City Becomes Second in U.S. to Unionize

Friday October 14, 2022 6:33 pm PDT by
Apple Penn Square employees have voted to unionize, according to Bloomberg's Josh Eidelson. The store, located in Oklahoma City, is the second Apple retail location to form a union in the U.S. following a store in Towson, Maryland earlier this year. The employees reportedly voted 56 to 32 in favor of joining the Communications Workers of America (CWA) union following an election open to all...
apple store st louis

Apple Store Employees in St. Louis Reject Unionization Efforts

Monday December 5, 2022 3:05 pm PST by
Apple Store employees at the St. Louis Galleria location this week decided not to unionize, rejecting unionization in a filing with the National Labor Relations Board, reports Bloomberg. Employees said that they did not believe the union would provide "anything complementary to Apple's culture and existing benefits," which suggests that Apple's efforts to improve benefits to stymie...
Apple Derby Street incident

Apple Store in Greater Boston Area Struck by Vehicle, Several Casualties Reported

Monday November 21, 2022 8:42 am PST by
Apple Derby Street in the Boston suburb of Hingham, Massachusetts was struck by a vehicle on Monday morning, according to local ABC affiliate WCVB. The report claimed that multiple people were injured and said first responders and ambulances were on scene. Image Credit: WCVB Shortly before 11 a.m. local time, a black SUV crashed through the store's glass facade at a high rate of speed and...
apple store brompton road

Apple Brompton Road Store to Open in London's Knightsbridge on July 28

Monday July 18, 2022 4:08 am PDT by
Apple has announced that its new Apple Brompton Road store in the heart of Knightsbridge, London, will open on July 28. Our newest store on London's iconic Brompton Road, a moment away from Hyde Park, is almost ready to explore. It's a place where your boldest ideas can bloom, and we're here to help them grow.Situated just a few doors down from the world-famous Harrods department store and...

Popular Stories

maxresdefault

Can't Get an iPhone 14 Pro? Here's Why You Should Wait for the iPhone 15 Ultra

Monday December 5, 2022 11:44 am PST by
Due to production issues at Apple supplier factories in China, the iPhone 14 Pro and iPhone 14 Pro Max are backordered and basically out of stock at every store. If you were planning to gift or receive an iPhone 14 Pro model for the holidays and didn't already get one, you're basically out of luck because they're gone until late December. Subscribe to the MacRumors YouTube channel for more ...
iPhone Measure Height

Newer iPhones Allow You to Measure Someone's Height Instantly — Here's How

Saturday December 3, 2022 10:23 am PST by
iPhone 12 Pro and Pro Max, iPhone 13 Pro and Pro Max, and iPhone 14 Pro and Pro Max models feature a LiDAR Scanner next to the rear camera that can be used to measure a person's height instantly in Apple's preinstalled Measure app. To measure a person's height, simply open the Measure app, point your iPhone at the person you want to measure, and make sure they are visible on the screen from...
General iOS 16 Feature Yellow

iOS 16.2 for iPhone Launching This Month With These 8 New Features

Thursday December 1, 2022 8:44 am PST by
Apple plans to publicly release iOS 16.2 for the iPhone in mid-December, according to Bloomberg's Mark Gurman. The update remains in beta testing for now, with at least eight new features and changes already uncovered so far. iOS 16.2 introduces a number of new features, including Apple's new whiteboard app Freeform, two new Lock Screen widgets for Sleep and Medications, the ability to hide...
14 vs 16 inch mbp m2 pro and max feature 1

Major RAM Upgrade Coming to Next-Generation MacBook Pro

Friday December 2, 2022 2:03 am PST by
The next-generation MacBook Pro models could feature faster RAM, according to a recent report from a reliable source. MacRumors Forums member "Amethyst," who accurately revealed details about the Mac Studio and Studio Display before those products were announced, recently provided information about Apple's upcoming 14- and 16-inch MacBook Pro models. The new machines are expected to feature...
iOS 16

When Will iOS 16.2 Be Released?

Friday December 2, 2022 2:13 pm PST by
Apple in late October began testing iOS 16.2 and iPadOS 16.2 updates, providing betas to both developers and public beta testers. As of now, we've had four total betas, with the fourth beta having been released earlier this week. iOS 16.2 and iPadOS 16.2 are expected before the end of the year, and we thought we'd try to narrow down the launch timeline. With only four betas released since...
apple ar headset concept 1

Kuo: Apple Headset Shipments Potentially Delayed Until Second Half of 2023

Sunday December 4, 2022 7:38 am PST by
Mass shipments of Apple's long-rumored AR/VR headset may be delayed until the second half of 2023 due to unspecified "software-related issues," according to the latest information shared today by tech analyst Ming-Chi Kuo. Apple headset render by Ian Zelbo Kuo said mass shipments of components for the headset are still likely to begin in the first half of 2023, but he believes that mass...
iPhone 14 Pro Purple Side Perspective Feature Purple

iPhone 15 Pro Rumored to Have These 5 Exclusive Features

Saturday December 3, 2022 10:55 am PST by
While we're still around nine months away from Apple unveiling the iPhone 15 lineup, rumors already suggest that the higher-end Pro models will have even more exclusive features than usual compared to the standard models next year. There are currently at least five features rumored to be exclusive to iPhone 15 Pro models:A17 chip: iPhone 15 Pro models will be equipped with an A17 Bionic...
nothing phone 2

Nothing Plans to Launch Smartphone in US to Take on Apple's iPhone

Monday December 5, 2022 12:38 am PST by
UK-based tech company Nothing plans to launch a smartphone in the US to directly compete with Apple's iPhone, according to a new report out today. In an interview with CNBC, Nothing CEO Carl Pei said the startup is in "early conversations" with American cellular carriers about launching a new phone in the US, but he stopped short of naming any of the carriers or the phone model. Nothing...
introducing apple music sing

Apple Music Adding a Karaoke Experience With Apple Music Sing

Tuesday December 6, 2022 7:09 am PST by
Apple today announced Apple Music Sing, a new feature in Apple Music that lets users sing their favorite songs with adjustable vocals and more. Apple Music Sing will utilize Apple Music's real-time lyrics to allow users to sing to their favorite songs using adjustable vocals, background vocals, and duet view to allow more than one singer.Apple Music Sing includes: Adjustable vocals: Users...