Apple launched its latest store iteration this week in San Francisco, with its most notable feature being a lack of any branding on the fascia.

On the 15th anniversary of Apple’s first opening, the new store, situated in one of San Francisco’s busiest locations, has opened its 42ft sliding doors to the public.

Angela Ahrendts, Apple’s senior vice-president of retail and online stores, explained that it is “not just evolving our store design, but its purpose and greater role in the community”.

This is evident with the inclusion of an area called ‘The Plaza’, which is open to the public 24 hours a day and features public Wi-Fi, seating and regular performances from local artists.

The location, previously occupied by Levi’s, looks over Union Square and shares the space with the likes of Macy’s and Nike. Apple has moved to this position from its previous store, which was around 1,500ft away.