The seven-part series of short movie screenings offers a cornucopia of historically interesting films, from 1920's movies about fashion to short films looking at the Swinging Sixties.
There will also be a panel discussion on the future of short film.
In its ninth year, the Rushes Soho Shorts Festival is a non-profit group. As well as screening short films at the Apple Store the Festival is running a competition to find the best documentaries, short films, animations, music videos, title sequences and the "newcomers award".
Apple Store events include:
28 July to 2 August, 1pm
Rushes Soho Shorts Festival Highlights
Saturday 28 July, 2pm
First Light Movies
Monday 30 July, 7pm
1920s Fashion Films
Monday 30 July, 8pm
Routemaster Film Challenge
Tuesday 31 July, 7pm
1960s Swingers Films
Wednesday 1 August, 6pm
The Future of Short Film Panel Discussion
Friday 3 August, 1pm
Rushes Soho Shorts Festival Winners