Apple Inc. just opened its first official retail store in Scandinavia, in the Täby Centrum shopping centre north of Stockholm. The store, which opened its doors on Sept 15 is Apple’s 381st retail store, and made Sweden the 13th country to have one.

Although the grand opening was very well visited, with a throng of enthusiasts lining up to witness the wonders of Cupertino, a YouTube video (below) of the opening, made many Swedes feel awkward. The clapping and cheering of Apple Store retail employees caused a storm on social...