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Apple Cube coming back to Fifth Avenue store

The return of the iconic glass cube was announced at the Apple Event on Tuesday, along with other upcoming changes.
apple store fifth avenue
The Apple flagship store on Fifth Avenue will soon look very different, the company announced. Photo: Wikimedia Commons

Apple made multiple announcements at the Apple Event on Tuesday, but one piece of news may be particularly exciting to New Yorkers: The iconic glass cube at the Fifth Avenue flagship store is coming back.

The Apple Cube came down this past April after the building’s contractors filed a permit with the city for “full removal of glass cubical structure at Apple store entrance” on April 17, according to BuildZoom, while the building underwent renovations.

But soon, the cube will be back at the flagship store — which also won’t be referred to as a “store” any longer, according to more announcements made my Apple at its event.

“We actually don’t call them stores anymore,” said Apple Senior Vice President of Retail Angela Ahrendts at the event on Tuesday. “We call them town squares, because they’re gathering places for 500 million people who visit us every year. Places where everyone's welcome and where all of Apple comes together.”

The Fifth Avenue Apple “town square” will go under some changes, as well, as Apple “reinvests in its classic locations,” Ahrendts said.

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The 767 Fifth Avenue plaza will be opened up “to allow natural sunlight to come in” and to lead people into an expanded underground space below.

“And you can see, the glass cube will return when reopened late next year,” Ahrendts added as a rendering of the building appeared on the screen behind her. The announcement was met by applause from the audience.

Changes are also coming to Apple Paris, where the company is restoring a historic building on the Champs-Élysées and turning a 5-story atrium into Apple’s largest forum. In Milan, Apple will transform a theater in Piazza Liberty into a “modern-day town square.” Apple also announced the opening if its newest flagship store, Apple Michigan Avenue in Chicago, on Oct. 20.