Apple is due to expand its presence the capital and open its sixth London store in Knightsbridge.
According to the Evening Standard, the tech giant has agreed a deal with property asset manager Chelsfield, to open a 20,000sq ft store in the heart of Knightsbridge.
Its latest store will be positioned between department store Harrods and Harvey Nichols, and will count handbag retailer Furla and Diesel as its neighbours.
The retailer is understood to be in the process of renovating its stores with modernised designs, and currently trades from 506 retail stores across 24 countries, including 272 in the United States and 38 in the UK.
This includes five stores across many of London’s key shopping districts like Regent Street, Covent Garden and Westfield Stratford.
Despite continuing to expand its physical store estate, falling iPhone sales have led Apple to direct its core offering more towards services, announcing a swathe of new initiatives including a streaming service to rival Netflix last month.