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SINGAPORE – Apple opened its doors here Thursday to its first directly on the water Apple Store, making a long-term bet on the city’s power to attract tourists.
Looking like a sphere floating in Marina Bay, the store offers panoramic views of the boardwalk through its mostly glass walls. Beneath the surface is a so-called boardroom where you can hold meetings with corporate clients and developers.
This is Singapore’s third Apple Store, after locations in the Orchard Road shopping district and Changi Airport. The only other locations in Southeast Asia are the two in Bangkok.
Singapore remains mostly closed to foreign tourists as the pandemic drags on, leaving the Marina Bay area nearly deserted. Opening the floating Apple Store at this stage is part of a “long-term plan,” according to a person familiar with the matter.
By concentrating heavily on Singapore, Apple seeks to attract tourists from Southeast Asia and China. The latest Apple Store staff can provide customer service in 23 languages.
Thursday’s Apple Store allowed entry only to a limited number of customers who reserved a spot online.
“I want to buy new products here, like the iPhone 12, which I heard is coming soon,” said a bank worker in his 30s who was waiting for the store to open.
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