Video: Apple reveals its 'biggest product' in Dubai

The new outlet, with a 185-foor curved glass facade, is spread over two floors
The new outlet, with a 185-foor curved glass facade, is spread over two floors

Dubai - The technology major flaunted its new Apple Store at The Dubai Mall during a media preview.



By Alvin R. Cabral

Published: Wed 26 Apr 2017, 6:40 PM

If you're already bored with your usual views of the Dubai Fountain, you should be thankful to Apple for a whole new perspective.
The technology major flaunted its new Apple Store at The Dubai Mall during a media preview on Tuesday, boasting some twists and turns - literally.
The new outlet, with a 185-foot curved glass facade, is spread over two floors on the ground and first levels of the mall above the entrance from the Dubai Fountain and Souk Al Bahar, with a balcony featuring "Solar Wings", which Apple says keeps the store cool during the day and swivels around to open at night for a new view of the Dubai Fountain.
It will officially open on Thursday at 4pm.
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"We feel much obligated to play a much larger role with every person in the community," Angela Ahrendts, Apple's senior vice-president of retail, said during the event.
"Apple has a lot of products, but we say our biggest product is our store."
She described the new store as a "town square", a place where people can meet up and mingle while learning about Apple's new offerings.
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"Just see how open, how transparent the store is; who else has opened up its entire store to the community [like this]?" Ahnrendts added.
At the same time, the company announced that Today at Apple, its hands-on sessions covering everything about Apple, will start in Dubai on Thursday.
Today at Apple will be led by highly-trained team members, and in select cities world-class artists, photographers and musicians, teaching sessions from basics and how-to lessons to professional-level programmes.
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"What we go for [in Today at Apple] is the 'surprise', that you've learned something new on an Apple product that you knew you couldn't do before," Ashley Middleton, head of programming for Today at Apple, told Khaleej Times at the event.
More importantly, Dubai will be the fourth location to have Today at Apple, after stores in San Francisco, New York and London. All other 495 Apple Stores globally will have it by the end of May.
"At the heart of every Apple Store is the desire to educate and inspire the communities we serve," said Ahrendts.
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"We're creating a modern-day town square, where everyone is welcome in a space where the best of Apple comes together to connect with one another, discover a new passion, or take their skill to the next level. We think it will be a fun and enlightening experience for everyone who joins."
The new Apple Store is manned by 148 staff who speak 45 languages. It also features new nooks dedicated to Apple's offerings, such as those for Apple Music, the App Store and photography.
On the second floor, it has a venue to conduct seminars and programmes, which can seat up to 75 people.
The store is Apple's third in the UAE after those at Abu Dhabi's Yas Mall and Dubai's Mall of the Emirates, which were opened in October 2015.
Wendy Beckman, Apple's senior retail for the Middle East and North Africa, said that these two stores welcomed over four million visitors during its 18 months in existence.
alvin@khaleejtimes.com


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