Apple Expanding New York City Office Space Targeting iAd and Business Projects

100 104 fifth avenueThe New York Post reports that Apple has signed a lease for 45,000 square feet of space in a Fifth Avenue office building in New York City near Union Square. The company has been running its iAd program out of a 10,000 square-foot space in the building on a short-term lease, but is significantly expanding its presence there with the new long-term lease.

According to Business Insider, the larger space will be used not only for the iAd team but also corporate-level efforts focused on "new business projects".

Apple already leased a 10,000 square-foot chunk of the Kaufman building back in January for the iAd group, and now it is taking a bigger chunk of the building for its first executive office in NYC.

Apple will use the space to launch new business projects. The office will look and feel like the retail stores with an all-white lobby, sleek elevators and LED lights.

Apple is also said to retain options on other floors in the building.

Apple's iAd initiative has been somewhat slower to take off than many would have liked and may be entering a period of flux as Quattro Wireless founder Andy Miller, who joined Apple as a vice president to lead the iAd team when Apple acquired Quattro last year, is reportedly leaving the company to join a venture capital firm.

Top Rated Comments

ThisIsNotMe Avatar
133 months ago
A lot are, don't believe all the sensationalist news people who claim that the world is ending soon, and economies are crashing everywhere.

Keep in mind, this is in regards to an office lease....

Um....office vacancy rates are at 20 year highs........
Score: 3 Votes (Like | Disagree)
dumb terminal Avatar
133 months ago
Apple should lease space at One World Trade Center; that tower is in line with their latest store designs.
Score: 2 Votes (Like | Disagree)
MacSince1990 Avatar
133 months ago
Riveting.
Score: 2 Votes (Like | Disagree)
Sedrick Avatar
133 months ago
Well, the whole US economy is going to hell, but at least Apple continues to take over the world. :o
Score: 2 Votes (Like | Disagree)
SockRolid Avatar
133 months ago
The future of iAd and the future of television in general.

Why would Apple open a really fancy "executive" office in NYC? To be closer to Madison Avenue and its hotbed of advertising. Obvious. iAd will become more and more important to Apple as hardware power increases and its cost decreases. Eventually cheap devices will have far more computing and graphics power than most consumers would ever need. Apple will need to move into ads and video media in addition to apps and music to make money.

Which brings me to the "additional business projects" to be developed in the new NYC offices. I'd guess that Apple is going to use the offices to pitch its redesign of TV in its own image. And when enough media execs are on board, they'll plan the next generation of TV with Apple in those new offices.

What next generation of TV? The post-network era. Sure, we already have cable / satellite / internet streaming TV. So in a sense we're already post-network. But I expect Apple to go far beyond that.

New York Yankees baseball? There's going to be an app for that. "Lost" reruns? App for that. Any TV show or movie with Megan Fox? App for that.

Apple TV is just a placeholder now. A hobby. An experiment. But it uses iOS, which is all about its apps. Think about it. When Steve Jobs said that Apple would need to "tear up" set-top boxes in order to change the TV status quo, I think he meant "make apps for everything". Way past the Netflix / Hulu / YouTube model of one app running a bunch of content.

The current Netflix model is pretty much like the web browser model. An app that you can use to search for and display data and/or media. The same old thing we've had for almost 20 years. But Apple's iOS devices are moving away from that. To apps for web sites, like the Wikipedia app. To apps for TV channels. Like the CNN app. To apps for sports. Like the MLB app. Live and pre-recorded streaming of specific genres, stars, sports, teams, whatever.

Can't all happen overnight, but all the pieces are in place. Ubiquitous high-speed internet, whether wired or wireless is one of the finishing touches. Updating standalone Apple TV or embedded Apple TV to run apps more like the way the other iOS devices do is another finishing touch. And when I say TV, I don't mean just the big living room TV. All iOS devices including the Apple TV, whether it's an add-on like Apple TV 2 or if it's the Apple TV built into your Sony 60" flat panel TV.

The next decade will see Apple make its move into 21st century TV. It's going to be very interesting.


Oh, and one more thing about iAd. I think Apple had big-screen TV in mind for iAd from day one. Isn't it obvious?
Score: 1 Votes (Like | Disagree)
winston1236 Avatar
133 months ago
Well, the whole US economy is going to hell, but at least Apple continues to take over the world. :o

seriously, is any other company expanding like this?
Score: 1 Votes (Like | Disagree)

Related Stories

General Apps Messages

Android iMessage Competitor Puts Pressure on Apple

Friday July 30, 2021 3:15 am PDT by
Google and the three major U.S. carriers, including Verizon, AT&T, and T-Mobile, will all support a new communications protocol on Android smartphones starting in 2022, a move that puts pressure on Apple to adopt a new cross-platform messaging standard and may present a challenge to iMessage. Verizon recently announced that it is planning to adopt Messages by Google as its default messaging...
iphone 13 teal with text

Apple Begins Preparation for iPhone 13 Production Ahead of Fall Launch

Monday June 28, 2021 3:29 am PDT by
We're just a few months away from when Apple is expected to reveal the 2021 iPhone, dubbed the "iPhone 13." In preparation for its launch, it has been pulling in shipments of different components needed to produce the new iPhones, according to a report from DigiTimes. In years past, Apple released its latest iPhone lineup, alongside a new Apple Watch, during a September event at Apple Park....
studio buds family

Beats Studio Buds Debuting Today With Active Noise Cancellation, Stemless Design, and More for $150

Monday June 14, 2021 8:00 am PDT by
We've seen a lot of teasers about the Beats Studio Buds over the past month since they first showed up in Apple's beta software updates, and today they're finally official. The Beats Studio Buds are available to order today in red, white, and black ahead of a June 24 ship date, and they're priced at $149.99. The Studio Buds are the first Beats-branded earbuds to truly compete with AirPods...
bluetti eb70 main

MacRumors Giveaway: Win a Bluetti EB70 Portable Power Station and 200W Solar Panel

Friday September 3, 2021 11:13 am PDT by
For this week's giveaway, we've teamed up with MAXOAK to offer MacRumors readers a chance to win a Bluetti portable power station and an accompanying solar panel. Bluetti makes a range of portable power station options that are useful for camping, emergencies, power outages, off-grid living, and similar situations. The Bluetti EB70 is a solid middle of the road option that offers 716Wh and...
apple privacy

Apple Publishes FAQ to Address Concerns About CSAM Detection and Messages Scanning

Monday August 9, 2021 1:50 am PDT by
Apple has published a FAQ titled "Expanded Protections for Children" which aims to allay users' privacy concerns about the new CSAM detection in iCloud Photos and communication safety for Messages features that the company announced last week. "Since we announced these features, many stakeholders including privacy organizations and child safety organizations have expressed their support of...
macos catalina legacy system extension alert

Apple Begins Warning Users That 'Legacy System Extensions' Won't Work With a Future Version of macOS

Wednesday March 25, 2020 9:53 am PDT by
Apple has shared a new support document that indicates kernel extensions — which it calls "legacy system extensions" — will not be compatible with a future version of macOS because they "aren't as secure or reliable as modern alternatives."System extensions are a category of software that works in the background to extend the functionality of your Mac. Some apps install kernel extensions, which...
General Spotify Feature

Spotify Pauses Plans to Add AirPlay 2 Support to iOS App [Update: Spotify Clarifies]

Friday August 6, 2021 9:07 am PDT by
See update at bottom of article Spotify this week confirmed that its plans to add AirPlay 2 support to its iOS app have been placed on indefinite hiatus. In an online discussion forum post, a Spotify representative said the streaming music service had been working on supporting AirPlay 2, but the company has paused the efforts "for now" due to "audio driver compatibility issues." The...
youtube apple tv

YouTube Discontinuing 3rd-Generation Apple TV App, AirPlay Still Available

Wednesday February 3, 2021 3:09 pm PST by
YouTube is planning to stop supporting its YouTube app on the third-generation Apple TV models, where YouTube has long been available as a channel option. A 9to5Mac reader received a message about the upcoming app discontinuation, which is set to take place in March.Starting early March, the YouTube app will no longer be available on Apple TV (3rd generation). You can still watch YouTube on...
os x mountain lion macs 16x9 2

Apple Makes OS X Lion and Mountain Lion Free to Download

Wednesday June 30, 2021 12:19 pm PDT by
Apple recently dropped the $19.99 fee for OS X Lion and Mountain Lion, making the older Mac updates free to download, reports Macworld. Apple has kept OS X 10.7 Lion and OS X 10.8 Mountain Lion available for customers who have machines limited to the older software, but until recently, Apple was charging $19.99 to get download codes for the updates. As of last week, these updates no...
Pixel Stand 23W 668x445

Google Pixel 6 Rumored to Support 23W Wireless Charging, Beating iPhone 12's MagSafe

Wednesday September 1, 2021 1:54 am PDT by
Google is rumored to be working on a new wireless charging stand that could deliver 23W of charging power to its upcoming Pixel 6 and Pixel 6 Pro phones, according to a leaked inventory image published by Android Police. Image via Android Police. If true, that would beat the iPhone 12's maximum 15W wireless charging speed (or 12W on ‌iPhone 12 mini‌) using Apple's MagSafe charger, and...