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.
Wednesday August 19, 2026 12:46 pm PDT by Joe Rossignol
Apple plans to open a new 10,000-square-foot store at The Village at Meridian, an outdoor shopping complex near Boise, Idaho, according to building permits reviewed by BoiseDev.
Apple is aiming to open the store in time for the iPhone 18 Pro launch this September, a tipster claimed. The company's only other store in Idaho is located at the Boise Towne Square shopping...
In the Apple Store app on the iPhone, select users have received access to an "early preview" of a new AI-powered virtual shopping assistant.
Once it is available, you can open the chatbot by tapping on the speech bubble with two sparkles in the bottom-right corner of the app. Then, you can ask questions about Apple products, your existing Apple Store orders, trade-in values, payment...
Wednesday September 2, 2026 12:35 pm PDT by Joe Rossignol
Apple has added a new "iPhone Handoff" feature to iOS 27 that will allow you to switch between two iPhones while using the same phone number on each device.
This functionality was briefly mentioned during the WWDC 2026 keynote in June, on a slide that listed hundreds of new features coming in iOS 27 and corresponding software updates, but Apple never shared any further details at the time.
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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.
