After undergoing a massive remodeling project the doors of Apple’s Cube retail store are finally open in New York City. The structure now has a higher roof ceiling for better reception of natural light. Apple Fifth Avenue is an expansive space with brightness which makes the cube an ideal place for customers to try and discover the newest products of Apple. The store will have 900 staff who can speak over 30 languages and would feature the Watch Series 5 and latest products like iPhone 11 Pro Max, 11 Pro, and 11. CEO of Apple Tim Cook stated that this store is very unique among other Apple stores because it has turned out to be more beautiful and more welcoming than ever.
The multi-year innovation plan of Apple addressed various issues and one of the main factors to work on ways to reduce the congestion. The Cube was completely remade but the original design by Bohlin Cywinski Jackson was retained. Jony Ive, Apple’s chief design officer stated that the Fifth Avenue location manages to grab people’s attention due to its stunning design and the whole structure is so iconic that the southeast part of Central Park is hard to be imagined without the cube.