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Apple Previews Revamped Fifth Avenue Flagship Store in New York City

Apple's flagship Fifth Avenue store with its iconic glass cube entrance in Manhattan reopens to the public Friday following multi-year renovations, and ahead of time, the media was invited to the store for a preview.


The underground store has been nearly doubled in size with a higher ceiling and more natural light coming in from 62 skylights added to the store's plaza at ground level. The plaza has also been lined with 28 honey locust trees, linear fountains, and benches for the public to gather around.

Visitors enter by walking down a new stainless steel spiral staircase, or by riding a circular elevator. The staircase is designed with 43 cantilevered stair treads that support a floating cylinder of glass, and the backlit ceiling above combines natural and artificial light to match the sunlight throughout the day.


The store is now equipped with a Forum for Today at Apple sessions, which begin Saturday with a special series that "captures the creative spirit of New York." The area dedicated to Geniuses has also doubled, which will "dramatically increase" the store's ability to serve customers and service products.

Steve Jobs personally welcomed the first customers to Apple Fifth Avenue when the store opened in 2006. Since then, Apple says the location has had over 57 million visitors, and more visitors on an annual basis than other New York City landmarks like the Statue of Liberty and Empire State Building.

Apple CEO Tim Cook:
Our customers are at the center of everything we do, and Apple Fifth Avenue is for them, to inspire them, and to provide the very best place to discover our newest products. It's unique among Apple stores, and today it returns even more welcoming, and even more beautiful than ever. We're so proud to be a part of this great city where so much happens every day.
Apple Fifth Avenue reopens Friday at 8 a.m. local time and remains the company's only retail store open 24 hours per day and 365 days per year. Apple says the store will be staffed with 900 employees who speak over 30 languages.

Related Roundup: Apple Stores

Top Rated Comments

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4 weeks ago
900 employees who speak over 30 languages … if they add some negotiating venues, they could replace the UN.
Rating: 6 Votes
4 weeks ago
Even though usually pretty crowded it's one of the best looking stores, glad it's been enhanced.

PS: Nice dark mode MR, great work guys!
Rating: 3 Votes
4 weeks ago
Tourist / selfies now slofies trap. You will have to visit after 1am to avoid all of that.
Rating: 3 Votes
4 weeks ago


30 phones on one table.. that's 30,000+ USD of product on one table alone... more impressive than at Tiffany's


$30,000 might get you one earring at Tiffany's ;)
Rating: 2 Votes
4 weeks ago







What a massive difference! They must've dug down several feet because the ceilings in the old store were so low I felt claustrophobic when it was full of people (always). I can't wait to check it out next time I'm in NYC.
Rating: 2 Votes
4 weeks ago
30 phones on one table.. that's 30,000+ USD of product on one table alone... more impressive than at Tiffany's
Rating: 2 Votes
4 weeks ago
I like what they’ve been doing with the plants in the store. It looks like how I want the future to look—mankind a bit more in harmony with nature with clean air and well designed spaces that have lots of natural light and more organic forms and materials. It’s a shame we can’t get this aesthetic in more places.
Rating: 2 Votes
4 weeks ago


Fifth Avenue isn’t the only 24/7 Apple Store. Apple Store Piazza Liberty in Milan, Italy is also underground and open 24/7. It opened last year I believe.

EDIT: Hmmm reports said it was 24/7, but on their website it looks like it isn’t.


I haven't been to Milan for a long time, but most European cities are really quiet at night. Everything closes. The subway closes, too, around midnight I think?
There's hardly people on the streets.
A 24/7 store might make sense in NYC. But not many other cities.
Rating: 1 Votes
4 weeks ago
Check out this Steve Jobs interview right before the Fifth Avenue store opened in 2006

[MEDIA=youtube]B9Ve-mEy1oY[/MEDIA]
Rating: 1 Votes
4 weeks ago
Would love to know if they sell Apple SWAG like the main store does. It would be so worth the trip if they did.
Rating: 1 Votes

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