AMAC is opening a store on the Zuidas that clearly wants to be something different from the familiar Apple outlets around town. Not a compact store floor focused on consumers, but a spacious location that revolves around workstations, accessories and professional use. You immediately notice it in the layout: products are directly on the table, there is no classic cash register and the pace is slower than in most Apple stores.
The city has been home to Apple Stores and premium partners for years, but this location stands out because it is not a relocation or refurbishment. This is the first completely new AMAC location since 2018 and, at about 300 square meters, immediately the largest Apple Premium Partner store in the Netherlands. That size is used here not for extra show, but for space: workstation setups, accessories and advice beyond standard consumer offerings.
Set up according to the latest Apple store concept, the store visibly targets business users and education. AMAC deploys permanent staff here with Pro expertise, so conversations are more often about integration, management and professional use rather than individual products. This is not a place where impulse purchases are the focus; the offerings and guidance are geared toward people who use Apple devices in their work every day.
This location is less about quick sales and more about long-term use within professional environments.
For those familiar with the Zuidas, this store fits logically into the area. This is not an Apple store for tourists or occasional shoppers, but a place for people who work, present and organize with their laptops or tablets. Those looking for a consumer-oriented store are likely to walk through here quickly. Those who use Apple as a tool are just right here.