The glass cube was put back in place in spring
2018 – and while we’ve had to wait about a year
and a half longer for the store’s reopening, it’s
hard not to relate to the evident enthusiasm
of CEO Tim Cook, who CNBC filmed stood
alongside Apple’s incumbent senior vice
president of Retail + People, Deirdre O’Brien,
at that momentous event. Cook has hailed the
store as “the very best place to discover our
newest products”, adding that it is now “even
more welcoming” and “beautiful”.
“We couldn’t be more excited and more ready to
welcome customers back to Apple Fifth Avenue,”
O’Brien similarly enthused, adding: “Not only
is the new space and experience absolutely
inspiring, our amazing retail Geniuses, Creative
Pros and Specialists have worked so hard
preparing”. O’Brien, who took Ahrendts’ place
at Apple earlier this year, had updated viewers
of Apple’s September keynote about the
personalization and trade-ins that are both now
routine aspects of the stores.
WHAT TO EXPECT AT THE REVAMPED
FIFTH AVENUE STORE
If you used to be a regular at this particular
outlet and are now considering revisiting,
you can anticipate an undoubted familiarity
with entering the glass doors of the cube that
beckons you to the store proper. That “store
proper”, as before, is underground; however, it
is now almost twice its former size, as well as
brighter and more expansive due to its higher
ceiling and larger amount of natural light.
Meanwhile, the tables – including those of
the Genius Bar – are now double the size of
those before.