Bar vs Bank
I used to live a stone's throw away on the Leidsekade, and the building was my ABN-AMRO branch. When I was in Amsterdam last month it was all shuttered and had work going on inside, but nothing was being done to the facade. That's great because it looks really good as it is plus it combines well with the Art Deco American Hotel across the road and the Stadschouwburg theater across the corner. No point arguing over minor interior details, it was anyway just a big open space inside when it was a bank.
@Bob Foster - Leidseplein is even better located than right in the centre ie Dam square. Just like anywhere else in Amsterdam It's easy to get to by bike or tram, and it's also right on the edge of the central district which makes it more accessible to out-of-towners (practically just the length of Overtoom away from the highway). Since from what I gather from the article Apple wants to make it their flagship store for the Netherlands, not just for Amsterdam, this makes more sense.
Also I would guess that Apple are targeting the 'cool nightlife' demographic that is more prevalent around Leidseplein than the area around the Dam which is more shopping-oriented. They could even fashion it as a bar/club where they can show off cool stuff in a more casual atmosphere.
Beer because, well, a bar instead of a bank is always welcome :)