Apple today previewed one of their most iconic stores, Apple Fifth Avenue also known as ‘The Cube’. The store will open tomorrow at 8:00 a.m. in New York City, just in time for the iPhone 11, iPhone 11 Pro, iPhone 11 Pro Max and the Apple Watch Series 5.

The revamped Fifth Avenue Store is now two times larger than before, a new Forum for daily Today at Apple sessions and a larger Geniuses space.

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

“Our customers are at the center of everything we do, and Apple Fifth Avenue is for them, to inspire them, and to provide the very best place to discover our newest products. It’s unique among Apple stores, and today it returns even more welcoming, and even more beautiful than ever. We’re so proud to be a part of this great city where so much happens every day.”

— Tim Cook

Since the opening of Apple Fifth Avenue in 2006 by Steve Jobs, the store has had more than 57 million visitors.

The new stainless steel spiral staircase features 43 cantilevered stair treads designed to support a floating cylinder of glass. — Apple


18 mirror-glass Skylenses and 62 skylights flood natural light into the expanded store below the luminous glass cube. — Apple

“We couldn’t be more excited and more ready to welcome customers back to Apple Fifth Avenue. Not only is the new space and experience absolutely inspiring, our amazing retail Geniuses, Creative Pros and Specialists have worked so hard preparing for this day. Who they are, and the talents they bring, are so essential to the excellence we strive for at Apple.”

— Deirdre O’Brien

A new Forum will be home to free, daily Today at Apple programming. — Apple


Apple Fifth Avenue is the only Apple Store that is open for 24 hours a day, 365 days a year. There will be more than 900 employees who can speak more than 30 languages at Apple Fifth Avenue.

Apple team members prepare the reimagined Apple Fifth Avenue for Friday’s iPhone 11, iPhone 11 Pro and Apple Watch Series 5 launch. — Apple