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The community of choice modellers has expanded substantially over recent years, covering many disciplines and encompassing users with very different levels of econometric and computational skills. This paper presents an introduction to Apollo, a powerful new freeware package for R that aims to provide a comprehensive set of modelling tools for both new and experienced users. Apollo also incorporates numerous post-estimation tools, allows for both classical and Bayesian estimation, and permits advanced users to develop their own routines for new model structures.