Apple UK is recruiting for staff to work at its new regent Street London Apple Store.

Last night's Evening Standard carried a quarter-page advertisement on page 23 to recruit staff. "Work at the coolest store on Regent Street", the ad proclaims above images of US retail staff.

When it opens (reportedly in November) the London Apple Store will be Europe's first such own-brand retail outlet. Strong rumours suggest more stores will open across Europe.

Apple UK has a UK retail recruitment Web page which promises potential candidates: "If you’re looking for a rewarding environment in which to build your career using your special skills and talents, and if working at Apple has always been your dream job, you might just be one of the passionate individuals we’re looking for."

Vacancies exist for Mac Geniuses, Mac Specialists and management. In the US, over 20 people apply for each post at Apple Retail stores.