Steve Jobs Theater Includes Custom-Made Rotating Elevators and Retractable Wall Hiding Demo Area

We're six days away from Apple's iPhone 8 reveal event, set to be the first major product unveiling taking place at Apple Park, in the new Steve Jobs Theater auditorium. To get fans ready, Bloomberg today posted a detailed look into the internals of the Steve Jobs Theater, highlighting a few well-known facts while also sharing new tidbits of information about the building that's dedicated in memory of the late Apple CEO Steve Jobs.

The theater is built on a piece of high ground, allowing its occupants to catch a wide view of Apple Park from inside its glass walls, as well as hiding the building's four underground stories. The media will enter through the glass-encased lobby, and will be able to descend down two curved staircases into the main auditorium. However, two custom-made rotating elevators will also shuttle occupants into the lower sections and back up again after the event.

steve jobs theater june 2017

It also boasts two custom-made rotating elevators, which turn as they ascend and descend so that passengers enter and exit by the same door even as they go in and out from different directions. So far, so Apple—the more elegant single door, with its complex engineering, preferred to the more obvious double-door solution.

Down in the auditorium, the 1,000-occupant capacity theater holds as many leather seats, and earlier reports estimated each to cost around $14,000. In these seats, onlookers will get to watch the unveiling of the iPhone 8, iPhone 7s, iPhone 7s Plus, Apple Watch Series 3, and more next Tuesday, September 12, and afterwards more architectural "surprises" will be presented to Steve Jobs Theater attendees as they leave the auditorium.

apple park internals

Steve Jobs Theater floor plan via the City of Cupertino

One section of the theater's wall space near the entranceway of the building is said to "obscure a hollow space below the floating saucer." This way, upon entry attendees won't see what's behind the wall, but as the event ends and they walk back towards the surface, a product demonstration room will be revealed with all of the just-announced devices available for the first hands-on coverage.

Once CEO Tim Cook and his cohorts finish showing off the new iPhones, Apple Watch and TV onstage, a surprise will await the departing attendees. An inside wall, which obscures a hollow space below the floating saucer, will retract to reveal the product demonstration room, according to someone with knowledge of the design. For fellow Brits: think the Thunderbird 3 launchpad underneath Tracy Island's circular pool house.

Last night the latest Apple Park drone video was shared by Duncan Sinfield, providing a clear glimpse into the Steve Jobs Theater as people moved around inside the building and sat nearby on benches outside of the lobby. The lobby itself is a 20-foot tall glass cylinder that overlooks the main campus building and is surrounded by landscaping, also boasting the world's largest freestanding carbon fiber roof.

Top Rated Comments

tod1212 Avatar
61 months ago
So they spent 14 million on just the seats?
No. They did not.
The MacRumors article is misleading.
The bloomberg article got it right (if you read carefully):
"Given the theater's 1,000-person capacity, one engineer said back in March that the building's budget meant each leather seat had cost Apple the equivalent of $14,000 apiece."

This means that the whole building had a budget of 14 Mio. $.
If you break that budget down as per seat, then you get the § 14,000. (14,000 x 1000 = 14 Mio.)
Score: 20 Votes (Like | Disagree)
Sunny1990 Avatar
61 months ago
Here are some leaked inside pictures of Steve Jobs theater. Work is under progress. It is small compared to civic center which has 7000 seating capacity. Steve Jobs theater has only 1000 seating capacity.

Attachment Image

Attachment Image

Attachment Image

Attachment Image

Attachment Image
Score: 19 Votes (Like | Disagree)
Madmic23 Avatar
61 months ago
Is there a reason why it's basically an underground bunker ?
Because every evil genius has to have a secret underground lair. :)
Score: 9 Votes (Like | Disagree)
yanki01 Avatar
61 months ago
I'm surprised there isn't an underground walkway behind the stage that goes back to the main building, so that the executives can go to and from without passing through the audience.
...maybe there is...

Score: 6 Votes (Like | Disagree)
iamgalt Avatar
61 months ago
Is there a reason why it's basically an underground bunker ?
Heating and cooling is much cheaper when it's underground. Better for keeping out unwanted sounds from nearby roads (even though all the trees would stop most of the noise). And it's much more apples style to just have a minimal entry lobby visible to the outside rather than a huge theater. Those are my guesses.
Score: 6 Votes (Like | Disagree)
morcutt11 Avatar
61 months ago
$14,000 seats? Really? I'd ask if that is really necessary for the limited use that they will see, but then again rotating elevators in place of double-door elevators isn't really necessary either.
Score: 6 Votes (Like | Disagree)

Popular Stories

RIP iPod Feature

RIP iPod: A Look Back at Apple's Iconic Music Player Over the Years

Friday May 13, 2022 2:25 pm PDT by
Apple earlier this week announced the discontinuation of the iPod touch, and because it was the last iPod still available for purchase, its sunsetting effectively marks the end of the entire iPod lineup. To send the iPod on its way, we thought it would be fun to take a look back at some of the most notable iPod releases over the last 21 years. Original iPod (2001) Introduced in October...
iOS 16 mock for article

Gurman: iOS 16 to Include New Ways of System Interaction and 'Fresh Apple Apps'

Sunday May 15, 2022 6:14 am PDT by
iOS 16 will include new ways of interacting with the system and some "fresh Apple apps," Bloomberg's Mark Gurman has said, offering some more detail on what Apple has in store for the upcoming release of iOS and iPadOS set to be announced in a few weeks at WWDC. In the latest edition of his Power On newsletter, Gurman wrote that while iOS 16 is not likely to introduce a major face-lift to...
maxresdefault

Unbox Therapy Shares Hands-On Look at iPhone 14 Pro Max Replica

Monday May 16, 2022 4:40 am PDT by
YouTuber Unbox Therapy has shared a hands-on look at the iPhone 14 Pro Max using what he claims is a one-to-one replica created by third-party case makers with access to detailed schematics and dimensions for Apple's new upcoming flagship smartphone. As with the iPhone 13 Pro lineup, in 2022, we are expecting a 6.1-inch iPhone 14 Pro and a 6.7-inch iPhone 14 Pro Max, but this time the Pro...
iOS 15

Apple Releases iOS 15.5 and iPadOS 15.5 With Wallet and Podcast Updates

Monday May 16, 2022 10:00 am PDT by
Apple today released iOS 15.5 and iPadOS 15.5, the fifth major updates to the iOS and iPadOS 15 operating systems that were initially released in September 2021. iOS and iPadOS 15.5 come a little over two months after the launch of iOS 15.4 and iPadOS 15.4. The iOS 15.5 and iPadOS 15.5 updates can be downloaded for free and the software is available on all eligible devices over-the-air in...
14 16 inch 2021 mbps back to back feature orange

Five Things You Still Can't Do With a MacBook Pro

Wednesday May 11, 2022 11:16 am PDT by
It's been over 200 days since Apple debuted its redesigned MacBook Pro lineup. Offered in 14-inch and 16-inch display sizes, the new-look MacBooks wowed Apple fans and creative pros alike with their powerful custom Apple silicon, mini-LED screen, and multiple connectivity options. But there are still some things you can't do with a MacBook Pro. Here are five features some Mac users are still...
apple mac ipad watch trade in

Apple Launches Limited-Time Bonus Trade-In Credit for iPhone, iPad, Mac, and Apple Watch in Many Countries

Wednesday May 11, 2022 5:14 am PDT by
Apple has launched a special limited-time offer for iPhone, Apple Watch, Mac, and iPad trade-in that offers customers additional credit when trading in their only device for a new one. The offer is being run in several countries including the US, UK, Germany, Spain, Italy, South Korea, Japan, Taiwan, China, India, and France. In the UK, Apple is offering up to £50 of extra trade-in credit...
airpodsprodesign

Kuo: AirPods, MagSafe Battery Pack, and Other Apple Accessories Also to Switch to USB-C in Future

Sunday May 15, 2022 5:59 am PDT by
Earlier this week, well-known Apple analyst Ming-Chi Kuo claimed that Apple plans to release at least one iPhone 15 model with a USB-C port in 2023. Now, in a follow-up tweet, he has claimed that accessories like AirPods, the MagSafe Battery Pack, and the Magic Keyboard/Mouse/Trackpad trio would also switch to USB-C in the "foreseeable future." Both the iPhone and all of the aforementioned...