APPLE FIFTH AVENUE REOPENS ON
iPHONE 11 LAUNCH DAY
On September 20, 2019, the same day that the
iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max
were released to retail stores, Apple undertook
a well-publicized reopening of one of its own
stores: that at Fifth Avenue in New York City. This
Apple Store on Manhattan’s major thoroughfare
has long been iconic due largely to its distinctive
glass cube, but it’s the in-store experience where
the major improvements have been made –
and it’s hardly the only Apple Store warranting
renewed optimism.
APPLE FIFTH AVENUE IS BACK AND
BETTER THAN EVERUntil recently, walking past that particular Apple
Store’s usual location on Fifth Avenue wouldn’t
have prompted many flickers of recognition in
you. In early January 2017, Apple announced that
its flagship store’s operations would temporarily
shift into the nearby General Motors Building
while the usual space was renovated. Later that
year, even the glass cube was dismantled,
leaving the store without its usual surface-level
entrance, but with renovations proceeding in the
underground shopping area.
That September, Angela Ahrendts – then
Apple’s retail chief – revealed more about the
company’s plans for the Fifth Avenue outlet
and other stores, explaining that Apple was
“going to continue to reinvest in our 400 classic
locations, including Apple Fifth Avenue in New
York City, where we’re opening up the plaza to
allow natural sunlight to come in to a greatly
expanded space below.”