Apple Opening New Store in Sweden, But Permanently Closing Another

The Apple Store situation is weird in Sweden. Three stores - one in Stockholm (biggest city, makes sense), one in Malmö (3rd biggest, makes sense), and one in little Ödåkra/Helsingborg rather than Gothenburg (2nd biggest). So now they close Ödåkra, and Stockholm gets yet another store while Gothenburg stays without. Individually I can see how a second store in Stockholm is useful, the current one is outside the subway range and mostly serves the car-happy northern suburbs, missing out on all the inner city hipsters, the new store will fix that. But two out of three stores nation-wide in one city seems a bit off.

The Apple giveth and the Apple taketh

The Apple Store situation is weird in Sweden. Three stores - one in Stockholm (biggest city, makes sense), one in Malmö (3rd biggest, makes sense), and one in little Ödåkra/Helsingborg rather than Gothenburg (2nd biggest). So now they close Ödåkra, and Stockholm gets yet another store while Gothenburg stays without. Individually I can see how a second store in Stockholm is useful, the current one is outside the subway range and mostly serves the car-happy northern suburbs, missing out on all the inner city hipsters, the new store will fix that. But two out of three stores nation-wide in one city seems a bit off.

Weirdness barely scratches the surface when it comes to describing the dismal state of affairs in Sweden.

Apple's headquarters should delve deep into the predicament and unravel the enigma that shrouds Apple Sweden.

Stockholm remains devoid of an Apple store.
Gothenburg, too, lacks a store.

Originally, there was talk of a (sort of) flagship store gracing Stockholm, specifically in Kungstradgarden, amidst other corporate flagships, show rooms, etc. However, Apple's fumbled business negotiations left them without a spot.

The existing store finds its home in Täby, a place akin to Stockholm as New Jersey is to New York. Interestingly, the CEO of Apple Sweden resided there when the store opened.

The new store, the article discusses, also doesn't reside in Stockholm; it calls Solna home, an adjacent county, but far from the heart of Stockholm.

Solna's connection to Stockholm is akin to Connecticut's to New York.

It's a curious predicament indeed, where the two largest Swedish cities, Stockholm, the capital, and Gothenburg, stand without an Apple Store.

The Apple Store situation is weird in Sweden. Three stores - one in Stockholm (biggest city, makes sense), one in Malmö (3rd biggest, makes sense), and one in little Ödåkra/Helsingborg rather than Gothenburg (2nd biggest). So now they close Ödåkra, and Stockholm gets yet another store while Gothenburg stays without. Individually I can see how a second store in Stockholm is useful, the current one is outside the subway range and mostly serves the car-happy northern suburbs, missing out on all the inner city hipsters, the new store will fix that. But two out of three stores nation-wide in one city seems a bit off.

Well, the one is in Täby outside of Stockholm. No one there would say it's Stockholm. But I'm not sure why you bring up the subway range point. Mall of Scandinavia doesn't have a subway stop. It's closer to central Stockholm, being in Solna, but it's still not technically in Stockholm.

I agree really no need to even go browse really.

I mostly go in now to see something I am debating purchase in either a finish or size I am unsure about then place my order online, it is quite boring in there nowadays.

I remember the grand opening of the Chicago apple store in 2003. I would go there weekly to hang out, browse products and accessories. Loved it. It has since moved to some sort of amphitheater type "building" by the river, and now offers one of the most boring experiences in Chicago.

My point. Apple stores used to be interesting and now they are so incredibly boring.

I agree really no need to even go browse really.