Recently Apple celebrated the opening of The Grove Store which is located in Los Angeles. The Grove store is reported to be an “entirely reimagined” version of the store that first opened in 2002. The cast of Apple TV+ hit Ted Lasso and Apple CEO Tim Cook were in attendance for the store launch. During a short interview with Tim Cook, he made a revelation Apple users may want to pay attention to.
In regards to the new store, Cook explained that The Grove Store will serve as a “place for people to come in and browse and come in and explore technology and find out what the products will do for them.” The Apple CEO also briefly discussed Apple’s recent decision to allow iPhone owners access to repair parts and manuals available for the purpose of DIY repairs.
Cook said that “Well, we realized that there were some people who wanted to do this and that are trained to do this. They’re the Popular Mechanics crowd if you will, which I love and have been focused on my entire life. It feels good to put the manuals out there and get the parts out there that enable people to do this. Still, if you’re not comfortable doing that, we encourage you to come to the Apple Store and get it done for you. That’s still the best way for most people.”
As for what to look out for in the nearest future, Cook revealed that Apple will continue to place much focus on artificial intelligence, augmented reality, and autonomy. Cook said that “We’re very focused on augmented reality, we’re very focused on artificial intelligence… we’re very focused on autonomy, we’re very focused on all these things that are core technologies, and we’ll use them in a variety of ways,” stated Cook.
When Cook was teased with the question if Apple had the “next big thing,” he responded with, “Of course… Apple will always have something that is the next big thing. And fortunately, we have a lot of things that are the current big things.” The audience is advised to stay tuned to find out exactly what Cook said in response to the “next big thing” question.
The opening day celebration witnessed employees cheering as the giant glass sliding doors opened and the first customers walked in. The customers were of course greeted by none other than Apple CEO Tim Cook. Lorena Oruna of Rancho Cucamonga, a customer who attended the opening day celebration said “I love the clean lines… but I also love that they brought nature in.” “With the mirrors and everything… it’s such an open concept… the window… I’m so envious of this store, it’s gorgeous,” said Alexis Salazar, a visitor from Simi Valley.
Apple says The Grove location has been around for about 20 years and is one of the company’s most popular stores. The store is twice the size of the location across the way that it replaces. The new location features a spacious design with real trees lining the sides of the store and a giant mirrored ceiling. Recently Apple teased with plans to launch a self-driving electric car in 2025