Lord Alan Sugar, the self-made multi-millionaire behind Amstrad and hit BBC TV show The Apprentice, will be appearing at the Apple Store, Covent Garden tonight to talk about his new book, 'What You See is What You Get.'

Lord Sugar will be in conversation with TV presenter Adrian Chiles, talking about his life story, before participating in a Q&A with the audience.

The event tonight, Tuesday 26 October 2010 from 7pm is free with a valid ticket. Tickets will be available, "subject to availability", on a first come first served basis from 9 am today from the Apple Store, Covent Garden.

The Apple Store promises to be a unique opportunity to see one of Britain's most successful entrepreneur in person, including his journey from a Clapton council estate to life peer, government advisor and multi-millionaire.

What You See is What You Get is available now to download from the iBookstore. iBookstore is included in the free iBooks app for iPad, iPhone and iPod touch. 

Apple Store Covent Garden

The Apple Store, Covent Garden is at  No. 1-7 The Piazza  London,  WC2E 8HA. Opening hours are Monday - Friday  9am - 9pm and Sunday noon - 6pm. 020 7447 1400.

More details, including driving directions in central London  and a map, can be found at www.apple.com/uk/retail/coventgarden.