First Apple Store Opens in The Bronx

Apple (Cupertino, Calif.) has opened its first retail store in the Bronx, N.Y., which introduces “an in-store experience never before seen at any Apple store in the world,” according to brand aficionado Michael Steeber.

Steeber, with the help of Storeteller, create a 360-degree virtual reality tour of the new location at the Mall at Bay Plaza, reports Apple Insider. New to Apple stores is the “pickup zone” a dedicated table where shoppers can collect their new Apple products. A set of drawers stores pickup orders until customers arrive to claim them.

Also new, a dedicated waiting area with seating as well as new materials like fabric, used on ceiling and walls, and lighting choices that “improve acoustics and circulation.”