Apple has finally arrived in Brooklyn. The tech giant's first brick-and-mortar store in the borough will open in Williamsburg on Saturday morning, giving you a new option for scheduling that last-minute Genius Bar appointment when you won't have the L train.

The new store is located on what's become a chain-heavy Bedford Avenue, between North 3rd and North 4th Streets, just across from the Whole Foods. And the Duane Reade. And the Equinox. Just steps from the J.Crew, Urban Outfitters and Starbucks.

Apple's company policy bars employees from sharing information on their stores' development, building cost, and square footage, but associates were eager to talk about the new location's slab concrete floor and exposed timber ceilings—features not found in any other Apple Store worldwide—that were meant to fit Williamsburg's signature rustic-yet-wired-for-Apple-TV aesthetic. The main "forum" room features a 6K display where Apple will host presentations and workshops, and long open tables near the store's back wall will accommodate Genius appointments.

"I'm not too happy about it, it seems like we've truly turned into SoHo," said Laura Infield, 34, a six-year neighborhood resident. Infield says she rarely stops into Apple Stores to peruse and is more excited about the newly-opened Whole Foods.

"I might stop by, it's a place you can enjoy being at. They also have talks—they're not just selling stuff," Chris Dalli, 42, said as he peered into the store's windows from outside. "Well, it's all a part of selling, but they're also creating an ecosystem."

"Williamsburg is not up and coming any more. This makes it established," Dalli said.

The store will be open seven days a week (hours here). Your first chance to check it out is 10 a.m. Saturday, at 247 Bedford Avenue.