Inside the new Apple Fifth Avenue: It's more than just a redesign

Raymond Wong
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To most everybody, Apple's iconic Fifth Avenue store is just a store — a physical retail space to sell shiny new iPhones, iPads, MacBooks and more.

Its grand reopening on Sept. 20 — timed with the launch of the iPhone 11 and iPhone 11 Pro — at 8 a.m. ET is nothing to get excited about.

It's a store, not a revolutionary new Apple product that changes the world. It exists to take your dollars in exchange for products.

But Apple Fifth Avenue is more than just a store to me.

The massive aluminum-covered lair became a haven for creativity, due in part to the many people who listened to music on iPods, edited video with iMovie on an iMac, or made music in GarageBand with no intention of buying anything. Read more...

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