According to latest news reports, its claimed to be Hamngatan 15 in Stockholm.
Its quite a departure from other European city stores in terms of location.
To be honest, its close to a popular area ... but not in an area considered popular due the correlation of stores (or lack of) directly next to it.
I took a photo of it today, and saw the location is being renovated with a large pile of marble flooring inside, standing ready to be installed.
I am glad Apple hopes to open a store, but if it really is Hamngatan 15 .... it really begs the question, what they hell was apple Sweden thinking? In the past the location has been a bank and other very dull establishments. Had Apple had its head screwed on, they would have chosen a location more central to shopping habits. (Closer to Gallerian) Even the old empty OnOff store on Sveavagen would have been a better location.
Photo (see center image)