Apple has officially launched its Today at Apple series of retail classes, and it could dramatically change the way we look at Apple stores.
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ONE does not simply buy an Apple Watch. The company is positioning the smartwatch less like a gadget and more like an expensive piece of jewellery, and the buying process drums up such a sense of occasion.
Apple's announcement of the Phone 5s and iPhone 5c may have created less hype than past Apple launches, but the company's products are still insanely popular among tech faithful.
The Penrith Apple store is the 11th in Australia since the opening of the flagship Sydney City store three years ago, and the 331st store to open globally.