Apple is bringing back one of its most iconic stores in the world with the reopening of the "Cube" in New York.
The iPhone maker announced that its redesigned and reimagined Apple Fifth Avenue is set to open its doors to the public on Friday, Sept. 20. The relaunch of the store will coincide with the debut of Apple's newest product offerings, including the iPhone 11 and the latest version of the Apple Watch.
"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," said Apple CEO Tim Cook.
"It's unique among Apple stores, and today it returns even more welcoming, and even more beautiful than ever."
The New Look Apple Cube
Apple's Fifth Avenue retail store was closed in 2017 to undergo renovations. In the meantime, the company moved Cube's operations to a different location next door while the store got fixed. It may have only been a temporary setup, but the store is kept to the Cube's 24/7/365 operating hours.
At an event at the New York store on Thursday, Apple hosted a tour for the media to showcase the Cube's new look. Several architects, designers, and retail staff talked about the store's redesign and the lineup of Today at Apple programs for visitors, among other things.
The renovated store is now almost double the size of the original Cube. It also has a more expansive space than before thanks to its higher ceiling. Apple's goal is to provide the "perfect stage" that would allow customers to discover and try out the brand's latest products.
The company has also doubled the area in the store for Geniuses to help increase the service capacity of its staff. It is still the only Apple store in the world that provides customer support 24 hours a day and 365 days a year.
The Cube's Historic Opening
The Apple Cube first opened its doors in 2006, with Apple co-founder Steve Jobs personally welcoming customers to the Fifth Avenue retail store. It has since had more than 57 million people come and visit, which is more annually than other New York landmarks such as the Empire State Building and the Statue of Liberty, according to Apple.
The iPhone maker often makes use of the Cube's prime location on one of New York's major thoroughfares to launch its flagship products, starting with the original iPhone back in 2007. It will continue this long-standing tradition with the rollout of the iPhone 11, 11 Pro, 11 Pro Max, and Apple Watch Series 5 on Sept. 20.