In June 2015 it was reported that Apple would renovate its iconic Fifth Avenue retail store, temporarily relocating its operations to the vacated FAO Schwarz toy store in the General Motors Building. A MacRumors reader spotted a new sign in front of the iconic store that reveals the relocation will happen on January 20.
FAO Schwarz vacated its location in the General Motors Building in July 2015 due to the rising cost of rent. The space is just a couple feet away from the iconic glass cube, making the relocation largely seamless for frequent customers of the Fifth Avenue store.
Apple's Fifth Avenue store and the former FAO Schwarz space, far right (Flickr)
While the extent of the renovations at the Fifth Avenue store are unknown, the company has been expanding or relocating a number of its older stores to accommodate increased foot traffic. The Fifth Avenue location was last renovated in 2011, when larger, more seamless panes of glass were installed. The renovation was completed in November 2011.
Ahead of the closure, the store will have reduced hours of 6:00 a.m. to 11:59 p.m. on January 16-18. The location is usually open on a 24 hour, 365 day basis.
Friday October 30, 2026 3:20 pm PDT by Joe Rossignol
In a memo shared with Apple Stores and Apple Authorized Service Providers this week, and later obtained by MacRumors, Apple provided technicians with guidance on how to diagnose and address the iPhone Duo's inner display cracking issue.
If a customer reports the issue, Apple advised technicians to inspect the iPhone Duo and repair or replace it in accordance with their standard procedures....
Sunday October 25, 2026 8:18 am PDT by Joe Rossignol
Bloomberg's Mark Gurman today reported that Apple is facing a growing problem where some people will buy iPhones or other products and either remove accessories from the box, open up the device and remove components, and/or remove the entire device, and then attempt to return the box hoping that the employee will not notice.
When a customer seeks to return an iPhone, he said that Apple's...
Monday October 19, 2026 11:00 am PDT by Joe Rossignol
For a limited time, the iPhone Duo and the iPhone 18 Pro Max will be limited to customers with a pickup reservation at Apple Stores in Japan, South Korea, and the United Arab Emirates, according to notices posted on Apple's localized websites for those countries.
The notices suggest that the iPhone Duo will not be available for walk-in customers at Apple's retail locations in Japan, South...
Too many clever words on that sign when a simple arrow would've sufficed (especially considering the number of non-English-speaking tourists that must visit that iconic store)
Perfect example for anyone new to Macrumors as far as what to expect in the forums. People will criticize Apple over the most ridiculous things and rarely is anyone happy.
I worked in that store from 2010-2011. Even back then, the traffic and crowding was unbelievable. Each week, the FDNY would send a fire inspector to see if there were more people than was safe, in case a fire broke out. And each week, they were far over the legal limit. Apple didn't give a ****; they paid the fine each week.
Perfect example for anyone new to Macrumors as far as what to expect in the forums. People will criticize Apple over the most ridiculous things and rarely is anyone happy.
Pathetic, isn't it? I like to get into a debate and discussion as many others on here, but the volatile hate that people spread on this site is absolutely overwhelming towards Apple. I don't agree with everything how Apple regulates, conducts or handles certain situations, but I certainly don't come on here and Vehemently rip every possible negative comment against Apple. Most of those who do that, have nothing to contribute to the actual article or topic of discussion. It amazes me how technology can seriously devastate somebody's personal life where they are so bitter and angry at them selves or Apple for inconveniencing them.
"Apple’s Fifth Avenue emporium probably has annual sales of more than $350 million, said Jeffrey Roseman, executive vice president of real- estate broker Newmark Knight Frank Retail. The location is 10,000 square feet, putting its sales per square foot at a minimum of $35,000, based on Roseman’s estimate.
Those sales trump tony jewelry sellers along the famed street — currently earning about twice as much: Tiffany & Co. rakes in just $18,000 per square foot, Harry Winston between $12,000 – $13,000."
Abercrombie pays annual rent of $12.5 million for a 25,000 square foot shop on Fifth Avenue. Apple probably pays more per square foot for its more prime location but regardless they are turning a serious profit in a location with incredible marketing value.
