The 'hotplate' iPhone 11 defies Steve Jobs' minimalism, but the new 'Cube' is its epitome

The 'hotplate' iPhone 11 defies Steve Jobs' minimalism, but the new 'Cube' is its epitome
Just in time for the grand iPhone 11 day, Apple unveiled its completely overhauled legendary store at Fifth Avenue. The flagship place, known as the New York landmark the Cube, has kept its glass walls, but doubled the interior space, introduced high ceilings with more natural light, and is now the epitome of everything Apple stands for.

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.

Related phones

iPhone 11 Pro Max
  • Display 6.5" 1242 x 2688 pixels
  • Camera 12 MP / 12 MP front
  • Processor Apple A13 Bionic, Hexa-core, 2650 MHz
  • Storage 64 GB
  • Battery 3969 mAh



1. VariableCheapskate

Posts: 173; Member since: May 29, 2019

Daniel Petrov defines rolling your eyes so far back you can see Steve Jobs rolling in his grave.

2. oldskool50 unregistered

Why is the photo of the stairway up close to blurry? Was that taken with the new iPhone 11 Pro? j/k. That's a terrible photo regardless of what was used to take it.

3. gadgetpower

Posts: 283; Member since: Aug 23, 2019

Apple store is a symbol of quality, elegant, and beauty. No other store comes close with that since other OEMs store are cheap looking.

6. srgonu

Posts: 557; Member since: Feb 13, 2012

when you have only 5 to 7 products to display, it will not look cluttered.

8. aegislash

Posts: 1516; Member since: Jan 27, 2015

Good to see you back, iloveapps. We missed your intelligence...or lack of, in fact.

10. RebelwithoutaClue unregistered

Haha the RDF is strong in this one. Usually, the building they are in is nice. But as to interior design, it's just boring. And no other store comes close? You should visit the Samsung store at Roosevelt Field on Long Island (NY). Or any designer store in rich areas. I know you just shop at Walmart, but there are a plethora of very nice looking stores out there.

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