Skip to main content

Check out a bustling Apple Tower Theatre on its opening day

Apple Tower Theatre Now Open In Downtown La Excited Guests
Apple Tower Theatre Now Open In Downtown La Excited Guests (Image credit: Apple)

What you need to know

  • Apple Tower Theatre opened for the first time yesterday.
  • The store is part of a 1927 theater and was opened by Apple's CEO, Tim Cook, and senior vice president of Retail + People, Deirdre O'Brien.

Apple opened its latest flagship store yesterday with Apple CEO, Tim Cook, and senior vice president of Retail + People, Deirdre O'Brien flinging the doors open on Apple Tower Theatre for the first time.

The store, part of a 1927 theater in Los Angeles, is a gorgeous renovated affair that will be used not only to sell iPhones, but as "a place for gathering, learning, and exploring Apple's latest product lineup."

Apple Tower Theatre Now Open In Downtown La Ceo Tim Cook And Svp Deirdre Obrien

Apple Tower Theatre Now Open In Downtown La Ceo Tim Cook And Svp Deirdre Obrien (Image credit: Apple)

Apple Tower Theatre opened this morning, returning the historic 1927 theater to the downtown Los Angeles community. One of Apple's most significant restoration projects to date, Apple Tower Theatre debuts as a fully renovated place for gathering, learning, and exploring Apple's latest product lineup. Apple also launched Today at Apple Creative Studios, a global initiative that provides hands-on experiences and mentorship to young creatives, kicking off with the opening of the new store in Los Angeles.

Alongside a Newsroom post (opens in new tab) full of photos showing the store off to the fullest, YouTuber iJustine also shared a video of the opening day – complete with a not inconsiderably line of people waiting to get their first glimpse of the new store.

You have to imagine a ton of those in line will be back in September, waiting for iPhone 13.

Apple's retail store number continues to grow with some of the most stunning retail estate being turned into even more stunning retail outlets. Each store is uniquely Apple in a way that other retailers don't seem to be capable of mimicking.

But as great as a visit to the Apple Store can be, you won't find any deals there. That's why our collection of the best iPhone deals is where you need to be if you're looking for an iPhone bargain.

Oliver Haslam
Oliver Haslam

Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too.

Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.