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    Inside Information

    There is a secret Briefing Room in the new Apple Store in Highland Village: Nopictures allowed in second-floor perch

    Whitney Radley
    Mar 21, 2012 | 10:45 am
    • The new Apple Store in Highland Village looks distinctive on the outside, butit's the secret Briefing Room that really helps set it apart.
      Photo by © Michelle Watson/CatchLightGroup.com
    • The Briefing Room is on the second floor and it's a completely differentatmosphere than found in the first floor din.
      Photo by © Michelle Watson/CatchLightGroup.com

    Any shopper or passerby can see that the Highland Village Apple Store retail floor is remarkable looking, but most haven't seen the hidden Briefing Room — perhaps the most unique aspect of the 9,000 square foot space.

    Out of 363 Apple retail stores worldwide, the new freestanding Houston store is just the 14th to boast a room especially dedicated to customers with business needs, and the second in Texas (the store on Knox Street in Dallas re-opened with an expanded retail space and a Briefing Room last November).

    Exiting the elevator on the second floor, you enter a small but sleek lobby that drastically differs from the noisy, open-air space downstairs.

    The exclusive spot, accessed via a two-sided elevator against the western wall of the building, extends above neighboring Sprinkles Cupcakes and Paper Source. Apple does not allow pictures of the Briefing Room, an indication of how seriously the bigwigs in Cupertino, Calif. take maintaining the mystique and exclusive feel.

    CultureMap was allowed inside for a look around though.

    Exiting the elevator on the second floor, you enter a small but sleek lobby that drastically differs from the noisy, open-air space downstairs. That's the point: Through the glass doors, in a quiet room, the Apple business team can conduct scheduled and impromptu business customer briefings, give business workshops and host app spotlights, networking events and training programs, without the distraction of shoppers.

    Outfitted with a 12-seat conference table of the same blonde wood used downstairs, equipped with iMacs and laptops, wall-mounted monitors and lights controlled by an iPad, it is an outlet to showcase Apple products and a visible indication that Apple is serious about helping customers integrate them into businesses.

    Though Apple selected the Highland Village store for the location, the briefing room is a market facility, meaning that all of the seven Houston-area stores can reserve the briefing room for meetings with business customers.

    Keep updated on the schedule of workshops and events on the store's website; a briefcase icon indicates business-specific events.

    unspecified
    news/innovation

    innovation starts here

    Houston soars onto new list of 10 best large U.S. cities for startups

    Amber Heckler
    Dec 16, 2025 | 4:30 pm
    Houston
    Photo by Jan Bolz on Unsplash
    Houston may be the next city infiltrated by "tech bros" in 2026.

    Houston's favorable economic climate is enticing new opportunities for entrepreneurship and growth, and now the city is being hailed as the 7th-best U.S. city for starting a new business.

    The recognition comes in CommercialCafe's recent "Best Cities for Startups" report, published December 10. The study analyzed large U.S. cities across two population categories – cities with more than 1 million residents and cities with populations between 500,000 and 1 million residents. The report analyzed relevant metrics such as office or coworking costs, Kickstarter funding success, startup density, and survival rates, among others.

    Across the biggest U.S. cities with over a million residents, Phoenix, Arizona landed on top as the No. 1 best place to start a new business.

    The report's findings revealed 10.6 percent of all businesses in Houston are startups that have been active for less than a year. These new businesses have a survival rate of 64.5 percent, meaning just under two-thirds of all startups in the city will still be running up to five years after they were first established.

    Over the last five years, the number of new businesses established in Houston has grown nearly 15 percent. CommercialCafe said new businesses in cities with high startup growth rates tend to "attract top talent" which can eventually lead to securing "vital funding for expansion."

    Independent professionals – also known as freelancers – are another crucial resource for new businesses that may need "specialized services" for a fixed amount of time, the report said. Houston's freelance workforce has grown about 9 percent from 2019-2023, and the analysis found there were 97,295 freelancers working in Houston in 2023, compared to 89,528 in 2019.

    "Generally, cities in the South and Southwest have experienced strong growth during the surveyed period, in contrast to California cities like Los Angeles and San Diego, where the share of freelancers and gig workers has either stagnated or slightly declined," the report said.

    Houston boasts the second-cheapest office space rent nationally, the report additionally found. The average asking price for a 1,000-square-foot workspace (for five employees) in the city added up to $27,124 annually. For startups that want greater flexibility for their workers, the annual cost for a coworking space for the same number of employees in Houston came out to $13,200, which is the fourth-most affordable rate in the U.S.

    Other Texas cities with attractive economic environments for startups
    CommercialCafe also revealed that Texas as a whole is one of the strongest states for starting a new business. Other than Houston, San Antonio (No. 2), Dallas (No. 3), and Fort Worth (No. 4) were also recognized among the top 10 best places to start a business in the category of U.S. cities with more than a million residents.

    Austin topped a separate ranking of best cities to start a business with 500,000 to 1 million residents.

    "Specifically, the Texas capital was the frontrunner for indicators that looked at the overall share of startups within the local economy, as well as growth rates in five years (2019 to 2023)," the report said. "On top of that, Austin also topped the rankings for its percentage of college-educated residents and its consulting firms, which provide vital support for burgeoning enterprises."

    The top 10 best cities to start a new business are:

    • No. 1 – Phoenix, Arizona
    • No. 2 – San Antonio, Texas
    • No. 3 – Dallas, Texas
    • No. 4 – Fort Worth, Texas
    • No. 5 – Jacksonville, Florida
    • No. 6 – San Diego, California
    • No. 7 – Houston, Texas
    • No. 8 – Philadelphia, Pennsylvania
    • No. 9 – Chicago, Illinois
    • No. 10 – Los Angeles, California
    businesseconomyentrepreneursinnovationnew businessesrankingsstartupshouston
    news/innovation

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