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Apple Shooting 3G iPhone Commercial at 5th Avenue Apple Store? [Updatedx5]


Apple's 24-hour flagship 5th Avenue retail store in Manhattan is in the process of shutting down for the night. An unusual move for the 24-hour store. Apple's retail page reflects the temporary shutdown:

Please note we will be temporarily closed Thursday, May 29 at 3:00 p.m. and will reopen Friday, May 30 at 9:00 a.m. During this time, please visit one of our other two Manhattan locations.

Employees are telling passersby that a commercial is being shot at the 5th Avenue Apple store. We've been told that Apple's 5th Avenue store has only been entirely closed twice in its history: the iPhone launch and the Leopard launch.

According to MacRumors sources, Apple is actually filming a commercial for the upcoming 3G-capable iPhone with filming to occur inside and around the 5th Avenue store.

Updated x 5:
  • TheiLife posts photos of lights are being set up for filming. The site appears to be down, all photos are mirrored here.
  • Logical explanation for 'Anonymous 5+4' boxes (also confirmed by another report that these simply represent walkie talkies). Alternative (humorous) explanation.
  • shirtmkr posts these new photos in the forums (taken at 9:30pm):


  • Silicon Alley Insider posts a few of their own photos.
  • First hand account of some of the setup.
  • thechidz reports "I just walked by and they are still shooting and not letting people even cross the street" (~12 midnight). Photos from across the street.

    Related roundup: iPhone 6