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.

Popular Stories

iOS 18

Here Are Apple's Full iOS 18.5 Release Notes

Tuesday May 6, 2025 2:17 pm PDT by
Apple today seeded the release candidate version of iOS 18.5 to developers and public beta testers, giving us a look at the final version of the update that will be provided to the public next week. With the release candidate, Apple provided release notes, so we have a more complete look at the new features that are included in the update, including those that weren't found during the beta...
siri glow

iPhone Users Now Able to Submit Claims in $95 Million Siri Spying Lawsuit

Wednesday May 7, 2025 11:40 am PDT by
If you owned a Siri-compatible device and had an accidental Siri activation between September 17, 2014 and December 31, 2024, you could be eligible for a payment from Apple as part of a class action lawsuit settlement. Apple in January agreed to pay $95 million to settle a class action lawsuit involving Siri spying accusations, and a website to distribute the funds has now been set up and...
iPhone 17 Pro Blue Feature Tighter Crop

iPhone 17: What's New With the Cameras

Friday May 2, 2025 3:52 pm PDT by
We've still got months to go before the new iPhone 17 models come out, but a combination of dummy models and leaks have given us some insight into what we can expect in terms of camera changes. Apple is adding new camera features, and changing the design of the camera bump for some models. You might be skeptical of dummy models, but over the years, they've proven to be a highly accurate...
iOS 18

Apple Says iOS 18.5 Coming Soon, Here is What's New

Monday May 5, 2025 8:19 am PDT by
In its press release for the new Pride Band today, Apple said that iOS 18.5 is "upcoming," following more than a month of beta testing. We expect the iOS 18.5 Release Candidate to be released this week, and this should be the final beta version, barring any last-minute bugs or changes. The software update should then be released to the general public next week. iOS 18.5 is a relatively...
Foldable iPhone 2023 Feature Homescreen

Foldable iPhone Said to Have Two Key Advantages

Monday May 5, 2025 6:41 am PDT by
Apple plans to release its first foldable iPhone next year, according to several reporters and analysts who cover the company. In his Power On newsletter today, Bloomberg's Mark Gurman said the foldable iPhone will offer two key advantages over other foldable smartphones. First, he said the foldable iPhone will have a "nearly invisible" crease when unfolded. This means the device's...
Nineth iOS 19 Feature

iOS 19 Beta is a Month Away With These New Features for Your iPhone

Thursday May 8, 2025 7:37 am PDT by
The first iOS 19 beta is just one month away, and there are already many new features and changes that are expected with it. Apple should seed the first iOS 19 beta to developers immediately following the WWDC 2025 keynote, which is scheduled for Monday, June 9. Following beta testing, the update should be released to the general public in September. Below, we recap the key iOS 19 rumors...
Foldable iPhone 2023 Feature Homescreen

Apple's Foldable iPhone Display Tech May Set New Industry Standard

Thursday May 8, 2025 3:29 am PDT by
Apple's upcoming foldable iPhone will feature a new type of display panel developed by Samsung that has never been used in a foldable product, claims a source with links to Apple's supply chain. According to the account yeux1122 on the Korean Naver blog, the foldable iPhone will use a custom display process for which Apple will hold branding trademark rights, and that meets Apple's stringent ...
AirPods Pro 3 Mock Feature

AirPods Pro 3 Just Months Away – Here's What We Know

Tuesday April 29, 2025 1:30 am PDT by
Despite being more than two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. With AirPods Pro 3 widely expected to arrive in 2025, prospective buyers now face a familiar dilemma: snap up the proven...

Top Rated Comments

contacos Avatar
36 months 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
36 months 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
36 months ago
"dedicated pick up area". ?
Score: 6 Votes (Like | Disagree)
BellSystem Avatar
36 months 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
36 months 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
36 months 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)