Police said dozens of people managed to leave the building during the standoff but declined to give more details about the situation in the popular store.
Earlier, video posted on social media appeared to show an armed person in the store, apparently holding somebody else. It was not clear how many people were in the store.
Local broadcaster AT5 suggested that the standoff was the result of an attempted armed robbery. AT5 said witnesses reported hearing shots fired.
A spokesman for Apple in the Netherlands could not be reached by phone and did not immediately respond to an email seeking comment.
As police lines were set up to keep people away from the store, a helicopter could be heard hovering overhead. The police asked people not to publish images or livestream the hostage situation "for the safety of the people involved and our deployment."
Earlier, video posted on social media appeared to show an armed person in the store, apparently holding somebody else. It was not clear how many people were in the store.
A spokesman for Apple in the Netherlands did not respond to requests seeking comment.