Apple is to open its first European retail store in London's Regent Street this Saturday 20 November at 10am.

The store will offer two floors where customers can buy and learn about its latest products and services. Apple promised dedicated sections for music, movies and photography.

It will also house a Genius Bar, which is not, as some may speculate, a chocolate snack, but an area where visitors can put questions to so-called 'Mac Geniuses' about the firm's offerings.

An area designated The Studio will allow customers to get free one-on-one help with their creative projects from trained Apple staff who specialise in photography, publishing, movie-making and music.

The shop will also boast two specially equipped studio classrooms and a 64-seat cinema where customers can attend workshops, demonstrations and other special events.

Apple chief executive Steve Jobs said: "This new store will provide millions of people with the opportunity to experience Apple's newest products, like iPod photo and the iMac G5, and get help from the most knowledgeable Mac experts around."