Masked men entered Apple's Paris store on New Year's Eve through the back entrance. In the process the janitor was "lightly injured," but did not touch exposed samples or demand money. Allegedly, they immediately went to the warehouse and began to load boxes into a nearby truck.

The thieves took opportunity of New Year celebrations. They had well parked truck from which they had multiple paths of escape, suggesting that they did their homework. The Journal said two suspects were involved in the robbery while The Telegraph reported that four or five suspects total were involved in the robbery.

The whole operation took about 40 minutes with the total value of the stolen goods being estimated at about €1 million.