updated 04:20 pm EDT, Tue April 30, 2013
Draws attention to otherwise low-key entrance
Apple has erected special displays promoting the iPhone 5 outside of its first Berlin Apple Store, scheduled to open May 3rd, notes German site ApfelPage. The displays -- featuring mock, oversized white iPhones -- are unusual for an Apple Store, but may be necessary to help draw attention to the outlet. Although the building the store is housed in has an elaborate facade, the only other signs of Apple's presence are two small logos by the doorways.
The shop is based in a former movie theater on Kurfürstendamm, a street in west Berlin famed as a luxury shopping district. Work towards a Berlin Apple Store has been underway for years. In the meantime Apple has opened several other outlets across Germany, and in fact has two in Hamburg, which is just two hours away to the northwest. Kurfürstendamm will represent Apple's 11th retail opening in the country.