The boutique was designed by the Beatles' friend and artistic collaborator, Simon Posthuma, who also designed their album covers and other promotional material. It was intended to be a retail outlet for merchandise related to the Beatles and other artists associated with Apple Records, including clothing, accessories, and home goods.
The store was known for its colorful and psychedelic decor, which reflected the aesthetics of the late 1960s. It also featured items designed by the Beatles themselves, such as T-shirts, scarves, and jewelry.
However, the Apple Boutique faced challenges from the beginning, including lack of management experience, financial mismanagement, and competition from other stores. The Beatles also encountered difficulties with the lease for the property and disagreements among themselves and their advisors about the direction of the store.
As a result, the Apple Boutique closed in August 1968 after only one year in operation. The Beatles sustained significant financial losses from the venture and the store's closure marked the end of their direct involvement in the retail business.