Apple's flagship store was attacked by a gang of hammer-wielding thieves on mopeds who fled with iPhones, iPads and watches.
Two security guards tried to intervene but they were threatened with hammers by the gang who were inside the premises for less than three minutes.
A Metropolitan Police spokesman confirmed the incident: "Police in Westminster were called at [12:45 a.m.] on Monday to reports of an aggravated burglary".
The suspects were described as wearing dark clothing and made off northbound along Regent...
Last month, thieves riding mopeds burgled the high-end Mappin & Webb jeweller's store in the same street.
A red scooter was left abandoned inside the glass doors of the store and detectives are combing through CCTV recordings of the robbery.
In the year to September, there were more than 19,385 "moped-enabled" crimes in the capital - an average of 53 a day.
Police say there are a number of factors behind the trend, including a rise in the number of people using scooters to commute and a growing market for second-hand mobile phone parts.
Scotland Yard hopes that their new BMW motorbikes will help them chase down moped criminals.
Frontline teams have also been kitted out with automatic "stinger" devices that can remotely puncture tyres to stop criminals getting away.
According to police, 1,009 mopeds were stolen in London in October 2015; this April they stole 1,598.