The entrance still features 15 glass panes (down from 90 before 2011) and a hanging illuminated Apple logo. So when Apple peeled away the temporary iridescent wrappings that announced the store’s return earlier this month, it revealed a cube that looked remarkably familiar. Altering its appearance significantly would be almost akin to rewriting history. Though dwarfed by the skyscrapers surrounding it, the glass cube has been a modern monument in New York City for the past 13 years. It takes great restraint and judgement to tastefully update a store like Apple Fifth Avenue. Ahead of the famous store’s reopening, timed to coincide with the release of the iPhone 11, 11 Pro, and Apple Watch Series 5, Apple gave us a sneak peek inside. Apple Fifth Avenue and its 32-foot glass cube entrance have returned to New York City. How do you improve on an icon? That’s the challenge Apple tackled to complete its most extensive store renovation to date.
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