Apple is obsessed with this hipster bakery in San Francisco

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Flickr/rebecaanchondo

Apple has a lot of love for hipsters.

If you scan the tech giant’s website, you will find photos of its products displaying content that caters to their interests. An iPhone 7 plays electro-pop artist Flume, while another shows a Lyft pick-up in a hot warehouse district. The Apple Watch gives a reminder for a coffee date.

But one small, bougie café in San Francisco’s Mission District pops up again and again.

Tartine Bakery, where customers queue up around the block and shell out upwards of $10 for pastries, made its way into Apple lore in roughly half a dozen product images last year, as first reported by BuzzFeed.

We asked Apple how its love affair with Tartine began, and will update this post if we hear back. Until then, take a look inside Apple’s favorite hipster bakery.


The word “hipster” may have originated in Brooklyn, but the Mission took it to a new level. The neighborhood is abundant in beards, bicycles, and overpriced lattés.

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Melia Robinson/Business Insider

The Mission is also one of the most expensive neighborhoods in the most expensive rental market in the US. The tech boom of the 1990s brought an influx of tech workers there.


Tartine Bakery sits in the heart of the Mission, located at 600 Guerrero Street. Tourists can spot it down the street from the line that wraps around the glass-walled building.

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Flickr/skrb

The James Beard-winning bakery is famous for its breads, made from locally milled organic flours, sea salt, water, and wild yeast, and baked on a stone hearth in-house.

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Ziyan C. / Yelp

Last April, Silicon Valley’s favorite and most funded coffee company, Blue Bottle, announced a bid to acquire Tartine. The merger fell through later that year.

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Melia Robinson/Business Insider

Source: SFGate


Fans keep coming back for the delectable treats. The Croque Monsieur layers ham, Gruyere, sun-dried tomatoes, and béchamel sauce on levain bread. It costs $10.75.

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Melia Robinson/Business Insider

A bread pudding made with sweet brioche and seasonal fruits costs $7.25.

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Melia Robinson/Business Insider

The mouthwatering aroma of baked goods emerging from the oven fills the space.

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Melia Robinson/Business Insider

That all sounds good? Ken at Apple certainly thinks so. Here’s an old product photo from Apple’s marketing website for the Apple Watch.

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Apple

Can’t get enough of that Tartine, though no one knows why. “I don’t have any insight into why Apple loves Tartine,” says Hannah Davitian, who handles PR for Tartine.

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Apple

“My guess is that it’s just natural appreciation of the bakery and that many Apple employees live in the Mission,” Davitian adds.

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Apple

You can visit Tartine in the Mission and judge for yourself.

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Flickr/amlamster