Apple Fifth Avenue: The Cube is Back
September 19 2019 - 10:30AM
Business Wire
The New York City landmark returns redesigned and
reimagined
Apple® today previewed the new Apple Fifth Avenue, an entirely
reimagined space beneath one of New York City’s most recognized
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 center 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 center 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.
Apple revolutionized personal technology with the introduction
of the Macintosh in 1984. Today, Apple leads the world in
innovation with iPhone, iPad, Mac, Apple Watch and Apple TV.
Apple’s four software platforms — iOS, macOS, watchOS and tvOS —
provide seamless experiences across all Apple devices and empower
people with breakthrough services including the App Store, Apple
Music, Apple Pay and iCloud. Apple’s more than 100,000 employees
are dedicated to making the best products on earth, and to leaving
the world better than we found it.
NOTE TO EDITORS: For additional information visit Apple Newsroom
(www.apple.com/newsroom), or call Apple’s Media Helpline at (408)
974-2042.
© 2019 Apple Inc. All rights reserved. Apple, the Apple logo,
Today at Apple, iPhone and Apple Watch are trademarks of Apple Inc.
Other company and product names may be trademarks of their
respective owners.
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version on businesswire.com: https://www.businesswire.com/news/home/20190919005449/en/
Apple Nick Leahy, (408) 862-5012 nleahy@apple.com Ashley Rivera,
(408) 862 1381 ashley_rivera@apple.com
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