Pre-Covid and post-Covid, one thing has stayed the same: people queuing in front of Apple stores. But to be honest, tech support just doesn't entice us enough to line up around the block. But Apple's new LA store has us reconsidering.

For its latest location, Apple restored and converted the Tower Theatre in downtown Los Angeles. The historic movie theatre dates back to 1927, with a presence befitting Hollywood's golden age. It was designed by renowned architect S. Charles Lee in powerful Baroque Revival style with an interior modeled after the iconic Paris Opera House. As the name suggests, Tower Theatre's exterior features a prominent and recognizable clock tower.

Renovating the theater’s interior and restoring the landmark clock tower, Apple’s newest LA store is perhaps its most stunning location yet – and for a company that never skimps on location, that's saying a lot.

The new store will offer not only its usual customer care services, but also free daily education sessions where the tech giant says it will “provide inspiration and teach practical skills.”

Apple is fittingly inaugurating the space with some more creative workshops. Alongside the store's announcement, the company launched “Today at Apple Creative Studios,” an eight- to 12-week mentorship program that is debuting in Los Angeles and Beijing – before making its way to other landmark cities around the world. The program will hold art-based events, such as art walks, tutorials on photography framing, and photographic storytelling.

“At every corner, Los Angeles bursts with creativity across the arts, music, and entertainment, and we are thrilled to build on our relationship with this special city. Apple Tower Theatre honors the rich history and legacy of this entertainment capital," Apple Senior Vice President of Retail and People, Deirdre O’Brien, said in a statement.

The new theater is Apple’s 26th store in the Los Angeles area – but probably its most beautiful in the world. It made its grand opening yesterday, Thursday, June 24, and if you're in town you can head over to the corner of Eighth Street and Broadway to be one of the first people to marvel at this new space.