Apple's Fifth Avenue Store Vision Pro Installation Is Shaping Up to Be a Spectacle

Apple is putting the final retail preparations in place for the U.S. launch of its Apple Vision Pro headset on Friday, with dedicated areas in flagship retail stores where customers can test out the device. But Apple's Fifth Avenue retail store in New York appears to be getting special treatment, with a giant replica Vision Pro headset being constructed within the glass cube.

cube store vision pro construction
Photos shared by 9to5Mac show scaffolding in front of the glowing Apple logo in the giant skylight above the centerpiece stairway down to the store, where a window display is being erected in the distinctive shape of the Vision Pro goggles.

It's unclear whether the display is unique to "The Cube" or is set to appear in other retail stores around the country, but Apple is certainly hoping to make a splash at possibly Apple's most high-profile U.S. store, and the promotional installation is sure to catch the eyes of passersby and further rouse queueing customers in case they weren't excited enough already.

Steve Jobs originally hired firm Bohlin Cywinski Jackson to help with the design of Apple's iconic Fifth Avenue store. He and Peter Bohlin worked closely to create the centerpiece stairway made entirely of glass, the material that would become Apple's signature architectural statement in its flagship stores. The Cube boasted 50,000 visitors a week in its first year, and by 2010 grossed more per square foot than any store in the world.

Apple plans to limit sales of the Vision Pro to customers in the United States to start with, before expanding availability to other countries later in the year. The Vision Pro starts at $3,500, and online pre-orders ship to customers on launch day, February 2.

Related Roundup: Apple Vision Pro
Buyer's Guide: Vision Pro (Buy Now)
Related Forum: Apple Vision Pro

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Top Rated Comments

Abazigal Avatar
19 weeks ago
I will say - other companies may have cooler tech demos (ie: Vaporware that never really sends up shipping), but nobody executes like Apple.

Just ask Microsoft. They have all the vision they need, but they just can't execute, or when they do, it's too early or too late and they show up at the party like a half inflated balloon, or cripple the product in a small but meaningful way. I mean, when the iPad came out everyone was like "MS did tablets years ago". I remember them. My school gave them to teachers for years. They *sucked*. Absolutely ***** product. Terrible.

I mean, you can look back at some of the promotional videos and stuff they released 25 years ago about connected homes, media center PCs, even HoloLens, all that, and it all mostly came true. They saw it. They knew it was coming. And they blew it.
Score: 10 Votes (Like | Disagree)
Col4bin Avatar
19 weeks ago
Get ready!

Attachment Image
Score: 10 Votes (Like | Disagree)
jayducharme Avatar
19 weeks ago
Apple's Fifth Avenue Store Vision Pro Installation Is Shaping Up to Be a Spectacle
I see what you did there.
Score: 10 Votes (Like | Disagree)
klasma Avatar
19 weeks ago


Get ready!
Don't misrepresent the AVP. This has much better EyeSight, no motion blur, no low-light noise, no color fringing, 0 ms of lag, and is much more lightweight.
Score: 6 Votes (Like | Disagree)
klasma Avatar
19 weeks ago

Now I want to see the size of the box THAT came in!
Uhm... the photo clearly shows the box.
Score: 6 Votes (Like | Disagree)
lk400 Avatar
19 weeks ago
Now I want to see the size of the box THAT came in!
Score: 4 Votes (Like | Disagree)