Apple’s second store in Berlin opens with a dedicated pickup area

Apple has opened its second retail store in Berlin on the Rosenthaler Strasse in the Mitte borough, the city’s center, by the Hackesche Höfe.

A photograph showing the Pickup section inside Apple's Rosenthaler Straße retail store in Berlin, Germany
Image credit: Apple


  • Apple opened its second Berlin store on December 2
  • Located in the Mitte borough in the city’s center
  • The store sports a dedicated pickup location

A second Apple Store in Berlin opens doors to shoppers

Apple Rosenthaler Straße opened its doors to the Berliners on December 2, at 10am CET.

It’s Apple’s first retail store in Europe with a dedicated pickup section. “The newly dedicated Apple Pickup area, the first of its kind in Europe, makes it even more convenient for customers to pick up their products ordered online,” the company noted.

In the US, for example, customers have been able to order something from and have the shipment redirected to a nearby Apple store for free pickup. This Personal Pickup service has since expanded to several market sin Europe, including Germany, but this is the first time Apple opened a store with a dedicate pickup section in Europe.

A photograph showing the interior of Apple's Rosenthaler Straße retail store in Berlin, Germany
Image credit: Apple

With limited capacity and social distancing in place, customers could only shop with a specialist or book an appointment for an introduction to the store today. Walk-in customers could also get Genius support. Other features of the store will become accessible to shoppers on Monday, says a post published on Apple Newsroom.

Beginning December 3, the store will offer walk-ins, Apple Pickup and service for Genius support and Shop with a Specialist. The store will open with the same health measures for visitors as seen in all retail destinations across Berlin, including proof of 2G status, mask requirement and social distancing.

Rosenthaler Strasse, a shopping district in Berlin’s east side, is in the Mitte borough by the Hackesche Höfe. “We’re excited to open our second store in Berlin, right in the heart of Mitte,” said Deirdre O’Brien, Apple’s senior vice president of Retail + People.

To book a reservation, visit

Today at Apple and other features of Apple’s new Berlin store

The location is surrounded by art and design studios, which suits Apple perfectly—the company hosted local artists from the art collective Parallel Universe, taking them with live-drawing on iPad Pros at the store’s Forum section and a massive video wall.

A photograph showing the exterior storefront of Apple's Rosenthaler Straße retail store in Berlin, Germany
Image credit: Apple

In the future, Apple will host more artists and designers for its Today at Apple sessions.

Planned for next year, Berlin will also welcome the anticipated expansion of Today at Apple Creative Studios. Creative Studios is Apple’s global initiative that provides career-building mentorship, professional industry skills training, tools, and creative resources to underrepresented communities. Apple will work closely with local nonprofits and community organizations to connect young people with mentors and established artists across Berlin to nurture and develop their creative talents.

Apple Rosenthaler Straße joins the company’s very first retail store in Berlin, Apple Kurfürstendamm, which opened back in 2013. The company has been operating in Germany for 40 years and employs over 4,000 team members spanning roles across retail, engineering and operations. Read: How to view your App Store ratings and reviews