By Graham K. Rogers

The latest shopping mall to open in Bangkok is to be the Central Embassy which, for those with slightly good memories will be situated between Central Chidlom and Wireless Road, where the statue of Queen Victoria used to be behind a set of green gates. As with much of Britain, that part of the family silver was sold off a few years back and the statue of H.M was moved, as if nobody noticed.

One of the strong rumours concerning this latest flagship of the Central Group was that there would be a real Apple Store there. Sad to say, that does not appear to be happening. Instead, Bangkok users will have more of the same with another branch of iStudio.

The new iStudio at the Central Embassy is another Apple premium shop by Copperwired. It all starts with our passion for all things Apple products including Apple related gadgetry, that is unique and differentiates itself from other retail shops.

We carefully select a variety of different types of accessories including exclusives and limited editions, that are all gathered here only at the iStudio Central Embassy.

This time around, a new updated Apple approved store concept, layout and design is presented here, also known as iStudio 2.0. The look and feel is fresh, clean and stylish, that helps the products come alive with easy of browsing and shopping experience.

iStudio Central Embassy can be reached by sky train at the Ploenchit or the Chitlom BTS Stations. There's also plenty of parking if you choose to reach by car [sic].

As ever, it is a pity no one checked the English for such a high profile operation.

There is an attempt at upmarket imaging with the name iStudio 2.0, but consumers will probably see the same pricing, same product availability and the same hit and miss service. Users who want ice-cold service in Hi-So surroundings might also want to experience the iStudio in Gaysorn Plaza.

This may be "a new updated Apple approved store concept, layout and design" but until Apple actually asserts full control over the retail operation (at least this is done in part with online sales) those shopping in the concrete stores may look forward to more of the same.

The new Central Embassy mall opens on 9 May 2014 and the iStudio store, run by Copperwired, like many in the central and Siam areas, is on Floor 3.

Graham K. Rogers teaches at the Faculty of Engineering, Mahidol University in Thailand where he is also Assistant Dean. He wrote in the Bangkok Post, Database supplement on IT subjects. For the last seven years of Database he wrote a column on Apple and Macs. He is now continuing that in the Bangkok Post supplement, Life.