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The brand's aggressive expansion programme will see it open dedicated stores in locations including Glasgow, Reading, Solihull, Brighton and Exeter.

Sources said the company was shifting from its previous focus on outdoor and press activity in London, Manchester and Birmingham as part of a drive to widen the reach of the brand both geographically and demographically.

Apple recently launched iTunes U, a dedicated area in the online iTunes store, where institutions of higher education can enable students or members of the wider public to download free educational audio and video files.