Apple Fifth Avenue: The cube is back

New York — Apple today previewed the new Apple Fifth Avenue, an entirely reimagined space beneath one of New York City’s most recognised landmarks. With its distinctive, luminous glass cube rising above a newly designed public plaza, Apple Fifth Avenue is ready to resume its place at the heart of one of the world’s most vibrant creative communities. 

Now nearly double the size of its original version with a higher ceiling and more natural light, Apple Fifth Avenue is a brighter, more expansive space, and the perfect stage for customers to discover and try Apple’s newest products. A new Forum will be home to free, daily Today at Apple programming, which kicks off Saturday with a special series that captures the creative spirit of New York. The area dedicated to Geniuses has also doubled, allowing the team to dramatically increase service capacity. It remains the only Apple retail location open 24 hours a day, 365 days a year.

“Our customers are at the centre of everything we do, and Apple Fifth Avenue is for them, to inspire them, and to provide the very best place to discover our newest products,” said Tim Cook, Apple’s CEO. “It’s unique among Apple stores, and today it returns even more welcoming, and even more beautiful than ever. We’re so proud to be a part of this great city where so much happens every day.”

Steve Jobs opened the store in 2006 and personally welcomed the first customers to enter the cube. Since then, Apple Fifth Avenue has had over 57 million visitors, more annually than the Statue of Liberty or Empire State Building. The glass cube has been a beacon and an important focal point for product launches starting with the first iPhone in 2007. This Friday, Apple Fifth Avenue is set for its most significant launch ever with the availability of iPhone 11, iPhone 11 Pro, iPhone 11 Pro Max and Apple Watch Series 5.

The redesigned plaza is lined by 28 honey locust trees bordered with linear fountains providing a welcome and quiet setting to gather and sit. At the centre stands the dramatic glass cube flanked by 18 mirror-glass Skylenses and 62 skylights that flood natural light into the expanded store below. Visitors enter by descending the new stainless steel spiral staircase, or by riding the dynamic circular elevator into the grand hall. The staircase is a remarkable design achievement with 43 cantilevered stair treads that support a floating cylinder of glass. Above is a back-lit, cloud-like ceiling made from curved fabric that combines artificial and natural light to match the real-time tones of sunlight throughout the day.

“We couldn’t be more excited and more ready to welcome customers back to Apple Fifth Avenue,” said Deirdre O’Brien, Apple’s senior vice president of Retail + People. “Not only is the new space and experience absolutely inspiring, our amazing retail Geniuses, Creative Pros and Specialists have worked so hard preparing for this day. Who they are, and the talents they bring, are so essential to the excellence we strive for at Apple.”

Apple Fifth Avenue will be staffed with 900 employees who speak over 30 languages. With the all-new Apple Watch Series 5, customers can experience the highly personal Apple Watch Studio to create a custom Apple Watch that expresses their individual style. For iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max, Specialists can assist customers with free Personal Setup for the quickest and easiest way to find the right plan, transfer data and start enjoying their new iPhone. And with Apple Trade In, iPhone is even more affordable.

Apple Fifth Avenue reopens tomorrow at 8 a.m.