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Apple store at Lynnhaven Mall opening next week [The Virginian-Pilot](Virginian-Pilot (Norfolk, VA) Via Acquire Media NewsEdge) Sept. 13--VIRGINIA BEACH -- It's no secret that Apple Inc. loves to keep secret the openings of its stores. Even after leases are signed and landlords write Apple into their floor plans, the electronics maker based in Cupertino, Calif., declines to confirm that another location is coming. The company won't let the owners of the malls announce the stores, either -- a restriction that caused some strain for the managers of Lynnhaven Mall this week. Even after Apple had posted the "grand opening" of 8 a.m. Sept. 19 for its Virginia Beach store on its website, those running the mall still hadn't received permission to reveal the date. The last they had heard, as of Friday, was that Apple would provide the information on Monday, said Kathie Strauss, marketing manager for Lynnhaven Mall. "We knew it was happening soon, but we did not have a confirmed date and time," Strauss said. "Apple reserved the right to communicate that, and we have respected that." Cynical retail reporters say the tight-lipped approach simply aims to generate even greater frenzy than Apple would otherwise have when it unveils a venue to sell its smartphones, tablets and other devices. Its store openings typically are met with throngs of devotees waiting overnight or at least several hours at the front doors. At Lynnhaven, Apple is moving into 6,237 square feet next to the Sephora store. The accommodating mall management even moved out of its own offices to give Apple extra room. Those offices have relocated to the upper level. ___ (c)2014 The Virginian-Pilot (Norfolk, Va.) Visit The Virginian-Pilot (Norfolk, Va.) at pilotonline.com Distributed by MCT Information Services |