[Report] Visiting Apple Store Yeouido First... The AS Expedition Is Over

Two Days Before Official Opening
Media Preview Event Held on the 24th
Employees Cheer Amid Applause
iPhone 12 and Apple Products Everywhere
Smartwatch Wrist Measurement Also Available

Apple Store Yeouido before the media preview event on the morning of the 24th

[Asia Economy Reporter Cha Min-young] "Oh my, Apple is opening a store in Yeouido too?"

At around 10 a.m. on the 24th, two days before the official opening of the Apple Store Yeouido branch, Kim Ji-hye (pseudonym), a woman in her 20s dressed in a neat office look, watched the media preview event at the store for about ten minutes with a colleague before leaving. Some pedestrians who seemed to be out shopping also paused briefly. Consumers are welcoming Apple's entry into the northern Seoul area, having previously insisted on only one store in Gangnam Garosugil.

The Apple Embracing Yeouido

A table displaying MacBook computers

After completing a temperature check at 10:30 a.m., when the second session of the media preview began, I entered the store. Upon entering, a dozen or so employees waiting inside were swaying to lively music. Applause poured out, and some even cheered. This is a kind of special ritual that takes place whenever there is a major event, such as the launch of a new iPhone model. The employees, wearing blue short-sleeve T-shirts, faded jeans, and colorful sneakers, had sparkling eyes.

Located on the basement first floor, the Yeouido store features a pure white ceiling and floor, and warm wood tables. While the first Apple Store in Korea, the Garosugil branch, is a vertically long standalone store, the Yeouido branch is a horizontally long store inside a mall. The store area and number of tables are the same. The high ceiling was refreshing to the eyes. The Apple symbol designed by designer Seok Yoon-yi, incorporating the Yeouido skyline and cultural elements, shone brightly in the center.

A space where you can experience the headphones AirPods Max and the tablet PC iPad

The store displayed dozens of iPhone 12 series devices that captivated fans worldwide even during COVID-19. MacBooks, iPads, Apple Watches, AirPods Max, and AirPods were all arranged throughout the store, tempting any Apple fan to try them all. In a corridor-style space called the Avenue, gaming consoles and various leather accessories were also exhibited. There was a space where customers could customize products themselves and even feel the weight of the devices firsthand. A Genius Bar was available for product repairs and after-sales service (AS) consultations.

"My wrist circumference is '3'"

The latest Apple Watch band, the Braided Solo Loop type band

What personally caught my eye was the Apple Watch, which is currently very popular. Various types of watch bands?Solo Loop, Braided Solo Loop, Sport Band, Sport Loop, leather, and stainless steel?were displayed on the shelves, flaunting vibrant colors such as black, red, white, and silver. There was also a sports band enhanced with sweat-wicking functionality through a collaboration with Nike. A Technical Specialist helped with precise measurement using a wrist circumference measuring paper. The paper marked with the measured number '3' can be taken home as a reference for online purchases.

Measuring wrist circumference to choose an Apple Watch model

The Technical Specialist advised, "Since this is not just a pretty watch, if you want to use functions like measuring blood oxygen saturation or electrocardiograms, it's best to choose a product that fits those needs. Regardless of the band, you should select one that fits your wrist perfectly to make the most of the smartwatch features." They also added that if you want comfortable wear while sleeping, the Braided Solo Loop type, which looks like thick threads tightly twisted together, is ideal.

A Store Without a Checkout Counter

The Creative Team, responsible for Apple's unique customer education service 'Today at Apple,' demonstrated the 'Slofi' feature assigned to the iPhone 12. Slofi allows you to shoot fast moments in slow motion like a movie. It helps capture small but precious moments, such as the movements of a pet dog named Agana or soccer tricks, more slowly on camera. The offline education service, Today at Apple, which was suspended for a while due to COVID-19, is now conducted for a small number of people by prior reservation. The range of classes includes photography, video, and coding education.

Visitors could freely try out the iPhone 12 series, which has various camera functions. Using the zoom-in feature that makes distant objects appear closer, they could capture details or create animal-shaped Animoji videos. It was also possible to crop, tilt, and adjust photos. Like Apple commercials on TV, it has become easy to shoot a wonderful movie with simple operations.

A space exhibiting an arcade where you can test game consoles and leather products related to iPads

What was surprising was that unlike regular stores, the Apple Store had no visible checkout counter. The checkout counter is said to be hidden under the wood tables. The absence of price tags on products is also a unique feature of Apple Stores, reflecting an intention to focus on the 'customer experience.'

However, unlike the first store in Garosugil, which fully embodies Apple's unique sensibility, the limitation of being located inside a shopping mall was somewhat disappointing. On the other hand, this means customers do not have to wait in line outside on cold winter days. On the opening day, the 26th, the store will operate on a timed reservation system to prevent excessive crowding. Since only one person can enter per session, Apple fans must make a reservation in advance. It should also be noted that due to COVID-19, the store cannot accommodate many customers simultaneously.

This content was produced with the assistance of AI translation services.