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Apple takes wraps off of new Fifth Avenue cube

updated 10:20 am EDT, Fri November 4, 2011

Final cost of cosmetic changes unknown

As planned, Apple has formally unveiled the updated cube sitting on top of its Fifth Avenue store in New York City. The revised structure uses just 15 panes of glass, rather than the 90 originally installed. Crews hired by Apple have also made changes to the surrounding plaza, removing bollards and upgrading or installing new water drains and pavers.

The total cost of the project is estimated to be at least $6.7 million, likely making it one the most expensive renovation efforts in Apple history. The company may consider it worth it however, as the Fifth Avenue store generates extremely high revenue per square foot even compared to luxury retailers on the same street. It also tends to be a focal point for tourists, as well as media whenever a new iPhone or iPad launches.

[Photos via MacRumors]

by MacNN Staff




  1. AlenShapiro

    Joined: Dec 1969


    I'll have to go see it in person...

    ...but from the pix, it almost seems like the Apple store isn't there and the horrible facade of the building behind dominates.

    I wonder whether Apple has any plans to back-project calming non-city scenes onto the glass. Could use this work of art as, well, a work of art.

    Perhaps a hologram forming an image of something subtle in the center of the cube?

  1. jalb

    Joined: Dec 1969


    Version 3.0...

    The next upgrade will only have five panes of glass, and the one after that will only have a single piece of glass hewn by Apple lasers

  1. testudo

    Joined: Dec 1969



    it looks like the old one.

  1. brainiac

    Joined: Dec 1969


    A bird DEATH TRAP!!!!

    But at least you get served free squab appetizers when you are in the store.

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