Apple has closed New York City's first Apple Store, SoHo, at 103 Prince Street for renovations, and opened a temporary store nearby at 72 Greene Street. The store, while "temporary", has the same look-and-feel of an Apple Store, with Covent Garden-style exposed brick and HVAC.
These pictures, published by Racked, show the inside of the store which is very busy, typical for an Apple Store. Racked has several more pictures of the store as well.
Beyond the cast iron portal, the crowd was thick, huddled around signature blond tables showing Apple's array of electronic goodies. Thoughts of chewy candy were erased, replaced by a deep desire for things digital. The look of this new emporium, where Apple fiends can get their jones on while the main store on Prince Street is remade, is raw and rustic. Imagine a very, very clean warehouse with lots of friendly spirits decked out in identical blue shirts.
Apple hasn't specified how long the SoHo store will remain closed, but with a full-featured Genius Bar and plenty of products on display, the temporary store looks capable of taking care of Apple's customers.
Apple's iPhone 17 Pro and iPhone 17 Pro Max models will feature a number of significant display, thermal, and battery improvements, according to new late-stage rumors.
According to the Weibo leaker known as "Instant Digital," the iPhone 17 Pro models will feature displays with higher brightness, making it more suitable for use in direct sunlight for prolonged periods. The iPhone 16 Pro and...
Friday September 5, 2025 9:33 am PDT by Joe Rossignol
Apple is set to unveil the iPhone 17 series in just four days from now, and the biggest design mystery surrounding the Pro models has finally been solved.
In a report outlining his expectations for Apple's event next week, Bloomberg's Mark Gurman said the iPhone 17 Pro models will have "a new cutout area on the bottom two-thirds of the phone that doubles as the wireless charging area."...
Thursday September 4, 2025 7:38 am PDT by Tim Hardwick
We're only days away from Apple's "Awe dropping" fall event scheduled to take place on Tuesday, September 9 – and along with the new iPhone 17 series, we're going to get a new version of the Apple Watch Ultra for the first time since 2023.
By the time the Ultra 3 is unveiled, it will have been two years since the previous model arrived. The intervening period has left plenty of room for...
Wednesday September 3, 2025 1:19 pm PDT by Joe Rossignol
iOS 26 introduces an Adaptive Power Mode on the iPhone, alongside the existing Low Power Mode.
Apple says Adaptive Power Mode can make "performance adjustments" when necessary to extend an iPhone's battery life, including slightly lowering the display brightness, allowing some activities to "take longer," and automatically turning on Low Power Mode when the iPhone's remaining battery life...
Friday September 5, 2025 4:57 am PDT by Tim Hardwick
Four days out from Apple's "Awe dropping" fall event on Tuesday, September 9, Bloomberg's Mark Gurman has summarized his expectations for what the company will reveal next week.
Aside from a couple of new details and the inclusion of some more recent leaks from other sources, much of the following is a recap of Gurman's reports over the last several months:
iPhone 17
Large...
Tuesday September 2, 2025 1:50 pm PDT by Joe Rossignol
Just one week before Apple is expected to unveil the iPhone 17 series, an analyst has shared new price estimates for the devices.
Here are J.P. Morgan analyst Samik Chatterjee's price estimates for the iPhone 17 series in the United States, according to 9to5Mac:
Model
Starting Price
Model
Starting Price
Change
iPhone 16
$799
iPhone 17
...
...with lots of friendly spirits decked out in identical blue shirts
I don't know where he got this though. In the first pic, there are maybe two blues visible within the huge crowd and only one in the second pic, which seems pretty consistent to what I experience at an Apple Store. They are all usually busy talking to somebody wondering which Mac to buy, while I walk around in despair trying desperately to get eye contact with one of them to let me purchase my stupid iPhone case and get the hell out of there. Don't get me wrong, I love their products and their store and I go visit every time I pass by, but FOR THE LOVE OF ALL THINGS WELL DESIGNED, just give me a frickin place to stand in line so I can stop all this guesswork and rude interrupting.
Biggest design overhaul since iOS 7 with Liquid Glass, plus new Apple Intelligence features and improvements to Messages, Phone, Safari, Shortcuts, and more. Developer beta available now ahead of public beta in July.
