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Apple Fifth Avenue: The Cube is back

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PRESS RELEASE September 19, 2019

The landmark of New York City returns with a new design and a new concept

New York - Apple today gave a first glimpse of the new Apple Fifth Avenue, a completely new spatial concept below one of the most famous landmarks in New York City. With its distinctive, glowing glass cube looming over a redesigned public square, Apple Fifth Avenue is poised to take its place again at the heart of one of the world's most vibrant creative communities.
Now almost twice the size of its original size, with a higher ceiling and more natural light, Apple Fifth Avenue has a brighter, more spacious area and is the perfect stage for customers to discover and try out the latest Apple products. A new forum will host the free, daily Today at Apple sessions, starting Saturday with a special series that captures the creative spirit of New York. The Geniuses division has also doubled in size, which has enabled the team to drastically increase service capacities. It is still the only Apple retail location that is open 24 hours a day, 365 days a year.
"Our customers are at the center of everything we do, and Apple Fifth Avenue is made for them to inspire and provide the best place to discover our latest products," said Tim Cook, Apple's CEO. "It is unique among Apple stores, and today it comes back even more welcoming and beautiful than ever. We are so proud to be part of this great city where so much happens every day."
Steve Jobs opened the store in 2006 and personally greeted the first customers to walk into the Cube. Since then, more than 57 million people have visited Apple Fifth Avenue, more than the Statue of Liberty or the Empire State Building. The glass cube has always been an eye-catcher and an important central location for product sales starting with the first iPhone in 2007. Apple Fifth Avenue is ready for its major launch to date this Friday, with the availability of the iPhone 11, iPhone 11 Pro, iPhone 11 Pro Max, and Apple Watch Series 5.
The redesigned square is bordered by 28 American Gleditschien, which are lined with linear fountains, and offers a welcome and calm environment for meeting and sitting. In the middle stands the impressive glass cube, flanked by 18 sky lenses made of mirror glass and 62 skylights, which give the store below natural light. Visitors can access the large area via the new stainless steel spiral staircase or with the dynamic rotary elevator. The staircase is a remarkable design achievement with 43 cantilevered steps that support a floating glass cylinder. Above is a backlit, cloud-like ceiling of curved fabric that combines artificial and natural light to adjust the shades of sunlight in real time throughout the day.
"Our excitement and anticipation couldn't be greater to see customers back at Apple Fifth Avenue," said Deirdre O'Brien, Apple's senior vice president of Retail + People. "Not only is the new space and the new experience absolutely inspiring, our fantastic retail geniuses, creative pros and specialists have also worked so hard to prepare for this day. Who they are and what talents they bring with them so important to the quality that we strive for at Apple. "
Apple Fifth Avenue will have 900 employees speaking over 30 languages. With the all-new Apple Watch Series 5, customers can experience the very personal Apple Watch Studio and create a very personal Apple Watch that expresses their individual style. Specialists can support iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max customers with a free personal setup to help them transfer their data and enjoy their new iPhone in the fastest and easiest way possible. And with Apple Trade In, the iPhone is even cheaper.
Apple Fifth Avenue will reopen tomorrow at 2 p.m.
Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today Apple leads the world of innovation with the iPhone, iPad, Mac, Apple Watch and Apple TV. Apple's four software platforms - iOS, macOS, watchOS and tvOS - offer a seamless user experience across all Apple devices and support people with groundbreaking services including the App Store, Apple Music, Apple Pay and iCloud. Apple's more than 100,000 employees are dedicated to creating the best products in the world and to making the world better than we found it.

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