Apple opened its first retail store in Greater Boston on Saturday – the company's 27th outlet to open since CEO Steve Jobs launched the company's retail initiative earlier this year.

The store is sited in the CambridgeSide Galleria in Cambridge, Massachusetts.

A 300-strong crowd showed up for the opening, many of them students and staff from the area's many universities.

One such visitor was Al Willis, an IT technician from the Massachusetts Institute of Technology. Willis told MacCentral: "The best thing about having an Apple Store in the area is that we finally have a place where we can ask about Macs and not feel dumb."