Apple is moving its retail-store strategy beyond the US and intends opening an own-brand shop in Tokyo's Ginza district this autumn.

A report from AsiaPulse claims the move is part of an effort by the company to convince Japanese PC users that Apple's products are not hard to operate.

It seems certain now that Apple will extend the strategy throughout its major markets. Earlier this month, the company's vice president and general manager for Europe, Middle East and Africa revealed the company would open outlets in key locations across Europe over the next six to 18 months.

The Japanese location will be a 100 square metre store on the first and second floors of a building opposite Matsuya department store. Ginza is described as an "upscale" shopping area.