The Iconic Rise of the Fifth Avenue Apple Store

The Beginnings of an Icon

The Apple Store on Fifth Avenue in New York City is one of the most iconic stores in the world. Even if you haven't personally visited New York, you've likely seen the store's iconic glass cube-shaped entrance featured in various marketing materials and news reports. This store has become synonymous with the Apple brand, cementing its status as a true landmark.

Securing the Iconic Location

The Fifth Avenue Apple Store is actually located on and beneath a public plaza in front of the General Motors building. The glass cube houses the entrance staircase and lift, while the entire store is situated underground beneath the plaza. The General Motors building and plaza were constructed in 1968, after the previous Savoy Plaza that occupied the space was demolished.

In 2003, Harry Macklowe purchased the General Motors building and saw the large, underutilized plaza on Fifth Avenue as the perfect location for a unique store. Macklowe was persistent in his pursuit of Apple, constantly chewing the ear of the company's vice president of real estate. Finally, in November 2003, Macklowe managed to convince Apple CEO Steve Jobs to open a flagship Apple Store in the plaza, one that would be open 24/7.

Designing the Iconic Cube

The initial design discussions between Macklowe and Jobs were not without their challenges. Jobs pitched the idea of a 40-foot glass cube at the center of the site, but Macklowe was not convinced this would be a viable option, as it would be too large for the space and break zoning restrictions.

Macklowe took a different approach, having a mock-up of the 40-foot cube constructed and installed on the plaza in the dead of night. When Apple executives viewed the structure at 2 AM, they agreed that the cube was indeed too large. Macklowe then ordered the first mock-up to be dismantled, revealing a 30-foot cube within, which the Apple team approved.

The store was then developed in secret, with a prototype model quietly built in a warehouse near the Apple campus in Cupertino, California.

The Grand Opening and Early Success

The Fifth Avenue Apple Store opened its doors to the public for the first time on May 19, 2006, at a time when it would be Apple's 147th store. Despite concerns about the store's performance, it exceeded all expectations, generating an average of $1 million in sales per day during its first year of operation.

Renovations and Expansions

The Fifth Avenue Apple Store underwent its first renovation in 2011, which cost Apple approximately $6.7 million. The renovation simplified the store's glass cube entrance, reducing the number of panels from 90 to just 15.

A more significant renovation took place from 2017 to 2019, during which the main Fifth Avenue store was closed for reconstruction. This renovation aimed to double the store's space and raise the ceiling by digging deeper into the ground. The most exciting addition was the 62 circular frosted skylights added to the plaza area, which flood the underground plaza with natural light.

The Iconic Apple Experience

The latest iteration of the Fifth Avenue Apple Store has been designed to provide a more community-focused, campus-like experience for customers. The store features an abundance of plants and foliage, creating a fresh and natural ambiance. Large display areas with seating arrangements are provided for presentations and classes, and there are no traditional checkout lines – instead, store representatives equipped with iPads come to customers to assist with purchases.

Apple's goal is for the Fifth Avenue store to be more than just a retail outlet; it's a place where customers can immerse themselves in the Apple ecosystem, learn about the company's products and services, and engage with the brand in a meaningful way. With 900 employees, many of whom are bilingual, the store is dedicated to offering free assistance to customers on how to use Apple products.

A Timeless Legacy

Since the Fifth Avenue Apple Store opened its doors in 2006, it has become a true icon, both for Apple and for New York City. It is the most photographed landmark in the city and the fifth most geotagged site in New York, surpassing even the Statue of Liberty.

The store's unique architecture and design have become synonymous with the Apple brand, inspiring the design of other Apple Stores in the United States, such as the Walnut Street store in Philadelphia and the Upper West Side store in New York City. For many, it is now impossible to imagine the southeast corner of Central Park without the iconic glass cube of the Fifth Avenue Apple Store.

The Fifth Avenue Apple Store has truly cemented its place as a timeless landmark, a testament to Apple's commitment to innovation, design, and creating an unparalleled customer experience. It is a store that has become more than just a retail space – it is a destination, a symbol, and a true icon of the Apple brand.