The launch of the latest version of its tablet computer, the iPad Air 2, which it said was the thinnest device of its kind on the market, follows the massive success of the new iPhone 6 and iPhone 6 Plus which sold ten million units in their first three days last month.
The timing of the launch will only serve to stoke further interest from technology enthusiasts in the opening of its Princes Street store tomorrow.
Apple also introduced a new model of its all-in-one iMac computer, featuring what it said was the highest resolution display on the market, and an upgraded version of its screenless computer.
Shoppers were keen to take a peek at the Capital’s long-awaited new branch and its minimalist displays yesterday.
California-based Apple fan Gary Allen has travelled the world attending store openings. He said: “I certainly expected the large windows and the very clean and simplified interior design. I was surprised that Apple did not use any obvious heritage design elements inside the store.
“Perhaps there are subtle reminders inside the store of the building’s exterior or surrounding structures..”
Scott Wilkinson, regional manager of rival independent chain Simply FixIT, which repairs Apple products opposite the new store on Waverley Steps, said: “We opened up our Waverley shop a year ago in anticipation of the Apple store, but it’s taken a long time. Our prices are far more competitive.”
STAR ATTRACTION ON CALL FOR SHOPPERS FOR THE BIG DAY
By EUAN McGRORY
Bigger and better than its predecessor, the iPhone6 will still be THE star attraction when the Princes Street store opens tomorrow.
Its sleek, minimalist appearance is barely worth mentioning – it is, according to Stephen Fry, “the most exquisite mobile ever made” – because everyone knows by now that beautiful design comes as standard from Apple. But it is the incremental improvements from previous incarnations that will impress aficionados.
The battery life is longer, the image quality better and the larger screen – 4.7in compared with 4in for the iPhone5 – makes it ideal for pictures and videos. Anyone whose fingers ever feel like sausages when typing texts on a standard handset will appreciate the extra keyboard space, especially on the even more generously proportioned iPhone6 Plus. Gamers will love the extra screen space, too, as well as the longer optimum performance time.
Are the new screens too big? Well, they won’t suit everyone. The 6 Plus can feel a little unwieldy when taking calls, but it has a lot to offer in other uses.
With the IOS 8 glitches – somewhat overblown anyway – being ironed out, this is a product which will delight even the pickiest tech-savvy shoppers.
The opening of the Princes Street store is an undoubted boon for city customers who will no longer have to travel to Glasgow to get Apple service. Like Edinburgh favourite John Lewis, the corporation firmly subscribes to the philosophy that you remember the service long after you have forgotten the price.