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RetailApple

The newest Apple Store has a seriously cool innovation

By
Benjamin Snyder
Benjamin Snyder
Managing Editor
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By
Benjamin Snyder
Benjamin Snyder
Managing Editor
Down Arrow Button Icon
September 23, 2015, 3:33 PM ET
An Apple Computer Inc. logo hangs in the center of a clear g
An Apple Computer Inc. logo hangs in the center of a clear glass cube marking the entrance to the new Apple Store in New York, Thursday, May 18, 2006.Photograph by Bloomberg via Getty Images

Apple’s newest store in Brussels has a unique innovation, thanks to the company’s design head Jony Ive.

The store, which opened over the weekend, looks clean and elegant. To help ensure there’s no attention drawn to non-Apple products, Ive created a pop-up secret compartment to hold those pesky outlets people need to charge Apple’s iPhones, Watches, iPads and more, according to Tech Insider.

All a person needs to do to unveil the outlets is swipe their hand over the compartment.

 

Check out a video of the innovation here.

In other Apple news, its retail chief Angela Ahrendts earned the most money out of all female executives in 2014, per Fortune’s Most Powerful Women franchise. Check out the full list here.

For more on Apple, here’s a Fortune video:

About the Author
By Benjamin SnyderManaging Editor
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Benjamin Snyder is Fortune's managing editor, leading operations for the newsroom.

Prior to rejoining Fortune, he was a managing editor at Business Insider and has worked as an editor for Bloomberg, LinkedIn and CNBC, covering leadership stories, sports business, careers and business news. He started his career as a breaking news reporter at Fortune in 2014.

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