Apple’s Newest Store Is Over the Top, Even for Apple

In pre - covid times , I often travel domestically and internationally for work and would always blank out a key item — a wall plug transcriber , a USB - vitamin C microSD carte reader , you name it . The easiest path to track down those item was commonly the Apple depot in whatever urban center I was in , so needless to say I ’ve meet many of them , some more highfaluting than others . Apple ’s most iconic location , to me , is the one in New York ’s Grand Central Terminal . I used to work a few blocks off on Madison Avenue , and whenever I ask a machine recompense , I ’d stop up ride at the Genius Bar beneath the Beaux - Arts building ’s starry ceiling wall painting . Apple ’s newest store , settle in Los Angeles , wo n’t have quite the same vitality as the Grand Central location ’s perch above the bustling Grand Concourse , but it ’s somehow even more excess — and I ’m not just saying that because I hold up in LA now .

The party is unfold an Apple depot in downtown LA this week , but this is n’t just any outpouring - of - the - mill Apple shop . Apple in 2018 announced its plans for the landmark Tower Theatre , which was ramp up in 1927 but has been vacant since 1988 , and plough it into the most stunningly ornate retail storehouse I ’ve ever seen . Part of me is sad that a beautiful picture dramatics is now another site for sling iPhones , but I ’m also glad that this historic jewel is overt for literally anyone to enjoy , no ticket required .

Click through to see photos of the store today — and what it looked like in its original aureole .

This is the exterior of the new Apple store, Apple Tower Theatre in Los Angeles.