Okay, pause your doomscroll for two seconds, Apple just opened a seriously stunning new store in Montreal.
It’s called Apple Sainte-Catherine, and it’s not just a quick paint job. Apple basically reimagined the whole space inside a historic building in downtown Montreal, and the store is now more than double the size of the previous location.
And yes, it has all the good stuff you actually want when you walk into an Apple Store, a dedicated Apple Pickup area (so you can swoop in like a pro), plus a Genius Bar in the back for when your tech decides to be dramatic.
What I love is the vibe Apple is going for here. It’s built to be welcoming and accessible, and it’s clearly meant to be a place where you hang out and learn stuff, not just a place where you panic-buy a charger at 8:55 p.m.
They’re also leaning hard into Today at Apple sessions, including tips for Apple Intelligence on iPhone, iPad, and Mac. If you’re like me, you will absolutely pretend you’re “just browsing” and then accidentally learn something useful.
Anyway, if you’re anywhere near Montreal, this feels like one of those stores you visit even if you don’t need anything, just to soak up the clean lines and the shiny tables.