This week marks the opening of Apple's first UK store with a dedicated pickup area.

Apple released a sneak peek at its new Brompton Road shop in London today, which will open to the public on Thursday, July 28 at 4 p.m. local time.

Apple Brompton Road is the first Apple Shop in the United Kingdom to have a dedicated Apple Pickup section where customers may pick up goods bought from Apple's online store.

Since late 2021, Apple has implemented a specialised pickup area in a few locations, notably Apple The Mall in Bay Plaza in New York City.

Apple Brompton Road is located in London's bustling Knightsbridge area, near many other iconic businesses, like Harrods.

According to Apple, the store employs over 200 people who speak more than 45 languages.

"We are excited to launch Apple Brompton Road in London, a city brimming with vitality, history, and cultural variety," said Deirdre O'Brien, Apple's retail chief.

"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."

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