The Apple Store in Santa Monica, CA, home to Gadget Review, has been by all accounts an understatement given the brands cash reserves and when compared to their other stores in major markets.  But no more.

Last week Apple unveiled their newest store on the Third Street Promenade, and take my word for it when I say “it doesn’t disappoint.”  The new Apple store, which boasts a massive glass front and ceiling, has 8,000 square feet of retail space, and that doesn’t even include the two floors below that are used for employees and storage.  The previous store, located one block North, was a mere 2,500 square feet and was anything but striking.

The scope of the new Apple store is actually pretty ridiculous when you consider the products that are being solid, which generally speaking fit in a bag or a pocket.  Then factor in what is surely ridiculously high rent, and one has to wonder if Apple will see a return on their investment.  But does it really matter?  After all, Apple has over $100 billion in their war chest, so they could do this all day and not blink an eye if they’re bleeding red.

If you happen to be visiting or live in Santa Monica, California, head down to the Third Street Promenade (three blocks from the beach) and check out the new Apple Store.  It’s located between Santa Monica and Arizona Avenues.

Christen Costa

Grew up back East, got sick of the cold and headed West. Since I was small I have been pushing buttons - both electronic and human. With an insatiable need for tech I thought "why not start a blog focusing on technology, and use my dislikes and likes to post on gadgets."