New Apple Museum opens in Utrecht with backing from tech retailer behind Amac chain

The Wall shopping center in Utrecht welcomed an Apple Museum on Thursday. Ed Bindels, the museum’s founder and owner of the Amac store chain, anticipates annual visitor numbers of 50,000 to 100,000.

The museum sits on the level below the Amac store in the shopping center, yet Bindels emphasizes it has no commercial ties to the shop. It is also unaffiliated with the California-based tech giant, aside from adhering to certain Apple copyright rules in its design.

In 2020, Bindels conceived the idea for an Apple museum and funded it personally by selling some Apple shares he had purchased in 2009. He claims it cost him “millions” without any subsidies. He created a non-profit foundation to manage the museum’s income and plans to eventually donate his collection to ensure the museum can continue if he is no longer around. Entry is priced at 21.50 euros per visitor.

Bindels says the museum’s location next to the A2 motorway won’t affect visitor numbers. “We expect it to become a true destination, attracting people for a day out, even from abroad.” He also notes that, since Amac already operates other ventures in the shopping center, the cost of the exhibition space was lower than renting a location in the city center.

The museum follows a chronological layout, beginning with a recreated Jobs family garage, the birthplace of Apple founder Steve Jobs’ idea for the company. Guests then explore exhibits tracing Apple’s history from the Apple 1 to the Apple Watch. The museum also offers interactive experiences with vintage Apple computers and software, along with several visually striking “Instagrammable” spots, including a wall featuring colorful iMacs.

On Wednesday, Apple marked its 50th year in business.