It's also the only place you can get your iPhone serviced, or buy a new one 24 hours a day, 365 days a year. The Genius counters have been doubled for those who complained that service at Apple Stores is getting slow.
To celebrate New York's creative spirit, Apple is kicking off a special Today at Apple series tomorrow in the new Forum with square seats (what else). Back in 2006, it was Steve Jobs who greeted the first customer that came through the glass doors.
A floating glass cylinder in the middle of the giant store is being supported by a new stainless steel staircase, and if you are in New York today, you can pop up to have a look at Apple's minimalist philosophy personified. If not by the triple-camera iPhone 11 Pro, then by the Cube on Fifth Avenue.