Skip to Content

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

170138 IMG 0486 400

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):

    220522 DSC03618 300 220522 DSC03616 300

  • 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 Forum: iPhone
  • Popular Stories

    AirPods Max 2 Feature

    Apple Announces AirPods Max 2 With H2 Chip and More

    Monday March 16, 2026 6:12 am PDT by
    Apple today unveiled AirPods Max 2, with key upgrades including the H2 chip, increased active noise cancellation, improved sound quality, and features such as Adaptive Audio, Conversation Awareness, Voice Isolation, and Live Translation. The new AirPods Max have the same overall design as the previous generation, with most of the new features coming from the upgrade to the H2 chip:- Adaptive ...
    Apple Logo Sketch Feature

    Apple Unveiled a Surprise New Product Today

    Monday March 16, 2026 10:50 am PDT by
    Surprise! Apple today unveiled the AirPods Max 2, despite no rumors suggesting that a new version of Apple's over-ear headphones were imminent. Key upgrades compared to the previous AirPods Max include Apple's H2 chip, increased active noise cancellation, improved sound quality, and features such as Adaptive Audio, Conversation Awareness, Voice Isolation, and Live Translation. AirPods Max ...
    apple design award 2025

    Apple Announces 2025 Design Award Winners Ahead of WWDC 2025

    Tuesday June 3, 2025 10:14 am PDT by
    As we wait for WWDC to kick off next Monday, Apple today announced the winners of its annual Apple Design Awards, recognizing apps and games for their innovation, ingenuity, and technical achievement. The 2025 Apple Design Award winners are listed below, with one app and one game selected per category: Delight and Fun - CapWords (App) and Balatro (Game) Innovation - Play (App) and PBJ -...