It’s the company’s first, and we’re guessing it won’t be the last. Apple is constructing a pop-up store in Austin, Texas to coincide with the launch of the iPad 2 and the ever-popular SXSW festival, which is taking place over the next week and a half. It’s being reported that Apple has rented out a 5,000 square foot, empty retail location that it will stock with Apple employees and merchandise for conference goers traveling outside of their normal stomping grounds. No word yet on whether VeriFone’s CEO will create a video demonstrating flaws with Apple’s iPod touch EasyPay system, however.

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Jonathan Geller is the founder of Boy Genius Report, now known as BGR, and one of the biggest tech & mobile destinations in the world. BGR was acquired by leading digital media company PMC in April 2010 and Jonathan is President and Editor-in-chief of BGR Media, LLC. Jonathan was named to Forbes' coveted 30 under 30 list in 2016, and frequently appears as a commentator on news channels such as CNBC, Fox News, ABC News and Bloomberg.