Apple's Reopened Fifth Avenue Flagship

Ruben Fields
September 21, 2019

More than two years after the iconic cube that tops the Apple store on Fifth Avenue was closed for renovations, the tech giant has unveiled the reimagined location, which opens this week.

The new Apple Fifth Avenue is almost double the size of the original, with a higher ceiling and more natural light, creating the ideal stage for customers to discover and try Apple's newest products.

Cook handed out high fives and selfies to the first customers who were lined up to buy the new iPhone 11 smartphone, and greeted hundreds of customers who had lined up since the early morning to buy a new phone. It remains the only Apple store open 24 hours a day every day of the year. The staircase features 43 cantilevered stair treads that support a floating cylinder of glass.

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To cut back on the store's basement-like feel, the roof of the subterranean retail space is now pocked with 62 frosted glass skylights.

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Apple worked with Foster + Partners to reimagine the store, which is nearly double the size of the old one that first opened in 2006.

According to the company, Apple Fifth Avenue will staff 900 employees who speak more than 30 languages.

Inside the glass cube, a glass-enclosed spiral staircase and a circular elevator lead downstairs.

"We couldn't be more excited and more ready to welcome customers back to Apple Fifth Avenue", said Deirdre O'Brien, Apple's senior VP of retail + people. Ahrendts, who previously ran Burberry, brought a luxury world perspective to Apple and was criticized for turning the stores into branding exercises rather than places to shop and get service.

Inside Apple's Fifth Avenue flagship. Apple's four software platforms - iOS, macOS, watchOS and tvOS - provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay and iCloud. Other company and product names may be trademarks of their respective owners.

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