This morning, Apple invited media come visit the store, through designers, architects, and also retail employee on hand to discuss the reimagined space, the various Today in ~ Apple programs that will certainly be accessible to client at the 5th Avenue store, and also more. The rebuilt save is now almost twice as huge as before, and the ceilings have actually been elevated substantially.

Apple might have several other areas in Manhattan, however the cube is the iconic Apple store in brand-new York City, and also the firm spared no price with renovations. The old underground store was demolished, and Apple began from scratch with the help of design firm Foster and also Partners. The plaza surrounding the cube was likewise redone, with 62 one frosted skylights beaming natural light down into the keep below. To the left and also right that the cube room a total of 18 of what Apple phone call “sky lenses,” which room the shiny steel seats that also happen to carry out a bird’s-eye check out down right into the store.




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Apple has included two new entrances to the store, so not everyone needs to come in with the cube’s prior doors and down the spiral staircase (or elevator) anymore — despite I’m sure tourists will certainly still overwhelmingly go for the key entrance. The staircase is currently made indigenous stainless steel rather of glass.


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Besides every the organic light, the ceiling likewise features tunable white LEDs the will instantly move between warm and also cooler tones based upon the time of day come make everything feel less “inside” and artificial.

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photo by chris Welch / The Verge however the cube still really much looks and also feels favor an Apple keep circa 2019 — and not everyone is going come love that. Despite the that company retail department is currently led through longtime Apple executive, management Deirdre O’Brien, previous retail boss Angela Ahrendts no doubt command the vision for 5th Avenue prior to departing the firm in April. Jony ive was additionally involved in the brand-new Fifth path design. It share the same “community space” vibe — yes, v plenty the trees and also foliage throughout — that Apple has been bringing to its stores since 2016. Yes sir a substantial display and seating for presentations and also classes.


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As with other flagship apple locations, I obtain the impression the things below will feeling a tiny chaotic. The basic task of going in, buying something, and also getting out will most likely devolve into frustration if friend don’t understand where the to express Checkout table is. Allow me quote from what john Gruber wrote about the Apple sleeve experience previously this year in ~ Daring Fireball:

I’ve disliked the experience of buying ingredient at the Apple keep ever due to the fact that they did away with queues because that checking out. I simply want to obtain in line, wait my turn, pay, and leave. Instead, the method to inspect out in ~ an Apple keep is to wander about until you get the attention of one employee who has actually one that the handheld checkout iPod Touches. This have the right to be maddening. My wife refuses come shop at an Apple keep for this reason. I understand you deserve to use the apologize Store application to check yourself out, yet I don’t choose it. Part of the factor Apple’s stores are too crowded is that people are wandering approximately trying come pay because that things.

And acquiring technical support at Apple shop is devastating now. In the old job you might just to walk in with a broken or otherwise problematic machine and gain an meeting at the Genius Bar in ~ the hour. Now, the Genius Bar is booked for days in advance — sometimes close to a week. In some means that’s inevitable — Apple is way more renowned now 보다 it was pre-iPhone. But inevitable or not, the result is that gaining support in ~ an to apologize Store now stinks. And also frankly, the technical acumen of the Genius Bar staffers is currently hit-or-miss.


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The brand-new cube doesn’t really resolve for any type of of that. That very feasible that client satisfaction at the Apple save will improve under O’Brien who was on hand come greet media throughout today’s reintroduction and tour of the store. Civilization seem come genuinely enjoy the today at Apple great on offer. Yet while Apple 5th Avenue is currently bigger, grander, and also a an ext pleasant place to spend time, the not noting some brand-new beginning for Apple retail.

The problems raised through Gruber and also many rather still exist. Check out might prove to it is in a hassle at times, though Apple is quietly making alters to gradually improve ~ above the to buy experience. The new Apple watch Studio is efficiently replicated in store, letting customers choose their desired size, instance material, and also band and also purchase your ideal architecture as one combo with every little thing in the very same box. There’s a devoted room for testing out the HomePod. And as one ode to the old days, Apple included an AirPods screen that depicts the earbuds together music notes equivalent those indigenous the classic Think different TV commercials.


Another way Apple will shot to save things to run smoothly is v sheer resources: the 5th Avenue location now employs practically 900 world compared to the 300 workers who were there as soon as it an initial opened in 2006. Apple says the staff collectively speaks 36 languages, with “most” employees gift bilingual. The Genius Bar has actually doubled in size and now spans the entire length that the store, which have to hopefully average appointments will be a small easier to come by if you run right into a tech emergency.