New York City Subway Entrance Turned Into Fake Apple Store With Line for iPhone X

Improv Everywhere recently turned a New York City subway station entrance into a fake Apple Store, complete with both fake employees and customers lined up for the iPhone X. It shared the entire act on YouTube today.

Photo: Arin Sang-urai via Improv Everyhwere

The improv group started by affixing a large Apple logo to a glass elevator at the corner of East 23rd Street and Park Avenue in Manhattan, which actually leads down to trains on the Lexington Avenue Line.

Next, they had 50 fake customers line up along the sidewalk. Fake employees, wearing blue shirts with Apple logos, stood near the entrance to the elevator and cheered as people went down to the trains.


The whole scene attracted the attention of many onlookers, who were told a new Apple Store was opening in the subway station since Apple's iconic glass cube store on nearby Fifth Avenue is (actually) undergoing renovations.

The fake employees even tried to convince people to line up for the iPhone X. To make the act look more convincing, some of the fake customers came out of the elevator holding white bags while acting excited.

Photo: Arin Sang-urai via Improv Everyhwere

Many people that walked by were confused by what they were seeing, with some individuals stopping for interviews with fake camera crews. A few people even joined the queue for the iPhone X, as Improv Everywhere explains in a blog post.

A few people who believed us actually got in line to wait, hoping to get their hands on the iPhone X early. We were worried this might happen, and we really didn't want to waste anyone's time. So our Apple employees would tell people that we'd run out of phones, and only the first 50 people in line would get one.

The improv act looks to have occurred a few weeks ago, based on a Reddit discussion full of confused New Yorkers.

"Anyone know what Apple event is going on at the 23rd street 6 train stop in NYC?" one user wrote. "Walked by and there was a long line for the subway elevator, and Apple employees lined up welcoming people into it one at a time."

"Just spoke to one of the employees, looks like they're doing a silent iPhone X release to advertise the new store," another user replied.

In actuality, of course, the iPhone X doesn't launch until this Friday. Many actual customers are already starting to line up at stores around the world for a chance to purchase the device on a first come, first served basis.

The improv act was the idea of Josh Berger, Deanna Director, and Maggie McClurken, and directed by Improv Everywhere's Charlie Todd.

Related Roundup: Apple Stores

Top Rated Comments

(View all)
Avatar
38 months ago
I break into applause every time the 6 train actually gets me to my destination.
Score: 16 Votes (Like | Disagree)
Avatar
38 months ago
Well, they really got taken for a ride....
Score: 14 Votes (Like | Disagree)
Avatar
38 months ago
I have always felt like there something wrong with the clapping tunnel for someone who just purchased something. It gives me an icky feeling.

Like, making consumerism a religion and worshipping the process of buying an Apple product.

Excitement is cool and fun, but.... the clap tunnel. It feels like it's. A message of: "buy this product and you will be happy and people will love you." Icky.
Score: 10 Votes (Like | Disagree)
Avatar
38 months ago
I like improv everywhere. Funny, creative people.
Score: 9 Votes (Like | Disagree)
Avatar
38 months ago
Is this supposed to be clever or funny?
Score: 5 Votes (Like | Disagree)
Avatar
38 months ago
As someone who has (in the past) waited in line at various apple locations for product releases, I see humor in this. Hopefully others who have, and Apple themselves do too!
Score: 5 Votes (Like | Disagree)

Top Stories

When Will the iPhone 12 Launch? Here's What We Know

Wednesday September 16, 2020 6:12 am PDT by
Yesterday's "Time Flies" Apple event saw the release of the Apple Watch Series 6, Apple Watch SE, iPad 8, and iPad Air 4, but no new iPhone models. Rumors before the event strongly alleged that it would not see the unveiling of new iPhones, with many reports pointing to an October launch. The lack of new iPhone models yesterday seems to confirm that the iPhone 12 lineup will not appear...

iOS 14 Picture in Picture No Longer Working With YouTube's Mobile Website in Safari [Without Premium]

Friday September 18, 2020 12:21 pm PDT by
Apple in iOS 14 added Picture in Picture to the iPhone, a feature designed to let you watch a video in a small screen on your device while you continue to do other things on the phone. When Picture in Picture was working with YouTube The YouTube app doesn't support Picture in Picture, but up until yesterday there was a functional workaround that allowed videos from YouTube.com to be watched...

Hands-On With the New Apple Watch Series 6 and Apple Watch SE

Friday September 18, 2020 1:19 pm PDT by
Today's the official launch date for the Apple Watch Series 6 and the Apple Watch SE, both of which Apple announced on Tuesday. We picked up a couple of the new models and thought we'd give them a quick look for MacRumors readers thinking of ordering a new watch. Apple Watch Series 6 & Apple Watch SE Hands-On! When it comes to design, both the $399 Series 6 and the $279 SE look just like...

Here's How You Can Download iOS 14 and iPadOS 14 Around the World [It's Out]

Wednesday September 16, 2020 2:36 am PDT by
Apple's official public release of iOS 14 and iPadOS 14 dropped on Wednesday, September 16, just a day after the company released the Golden Master to third-party developers. Also set to be made available to the general public for the first time are watchOS 7 and tvOS 14. Getting Started With iOS 14 Video Click image to watch iOS 14 Getting Started While that's left a lot of developers...

Apple Releases iOS 14 and iPadOS 14 With Home Screen Redesign, App Library, Compact UI, Translate App, Scribble Support, App Clips, and More

Wednesday September 16, 2020 12:48 pm PDT by
Apple has released iOS 14 and iPadOS 14, the newest operating system updates designed for the iPhone and iPad. As with all of Apple's software updates, iOS 14 and iPadOS 14 can be downloaded for free. iOS 14 is available on the iPhone 6s and later, while iPadOS 14 is available on the iPad Air 2 and later. The updates are available on all eligible devices over-the-air in the Settings app. To ...

iOS 14.2 Beta Adds New Shazam Music Recognition Feature for Control Center

Thursday September 17, 2020 3:36 pm PDT by
Apple today released the first beta of iOS 14.2 to developers for testing purposes, and the new update introduces a Music Recognition control for the Control Center. The new feature lets you discover music playing around you and it recognizes the music playing with in apps, even when you're wearing AirPods. Songs pop up as notifications, and you can tap to listen in Apple Music....

Apple Updates AirPods 2 and AirPods Pro Firmware to Version 3A283

Monday September 14, 2020 11:24 am PDT by
Apple today released new 3A283 firmware updates for the second-generation AirPods and the AirPods Pro. The second-generation AirPods are being updated from the 2D15 firmware they were previously running, while the AirPods Pros are being updated from the 2D27 firmware they had installed previously. Apple does not provide details on what's included in refreshed firmware so we don't know what's ...

Rumor Report Card: Assessing the Accuracy of Leaks After Apple's Event

Friday September 18, 2020 12:57 pm PDT by
Apple hosted its virtual "Time Flies" event this week, where it introduced four new products, including the Apple Watch Series 6, lower-cost Apple Watch SE, a 10.9-inch iPad Air with an all-screen design, and an updated 10.2-inch iPad with a faster A12 Bionic chip. As expected, there were no new iPhones, which are believed to be coming in October instead. Apple also announced that it will be ...

Epic Games Announces 'Fortnite: Save the World' Will No Longer Be Playable on macOS

Friday September 18, 2020 4:50 am PDT by
Epic Games has announced that "Fortnite: Save the World" will no longer be playable on macOS, after Apple terminated Epic Games' developer account. Fortnite has been in violation of the ‌App Store‌ rules since August 13, when it introduced a direct payment option that skirted Apple's in-app purchase system by allowing payments directly to ‌Epic Games‌. Shortly after Epic blatantly...

Deals: Cellular Carriers Introduce First Offers on Apple Watch Series 6 and SE

Friday September 18, 2020 7:43 am PDT by
With the launch of the Apple Watch Series 6 and Apple Watch SE today, cellular carriers have now introduced special offers for these new wearable devices. Note: MacRumors is an affiliate partner with these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. Starting with AT&T, if you buy one Apple Watch Series 3, Series...