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Apple's New Fifth Avenue Store Cube Fully Revealed [Update: Video]

OrangeSVTguy said:
Can't wait to when they remodel again and only use 5 panels next time :)
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Apple is clearly slipping.

I won't go in there until it has Retina Glass, triple vented 12 core chips, 50,000 TB SSD storage, , higher pixel resolution security cameras, Thunderbolt doors and the glass needs to be much much bigger.

This just in...........

Samsung is suing Apple as they had a patent on glass, but need to use more panels for their building. Their lawyers have asked for the assembly instructions and the contractors will have to be available for a hearing in Australia.

Google bought the patents for cubism some time ago from Pablo Picasso and Georges Braque and will look for licensing.
 
AppleMark said:
I am guessing that if the average person walked by, who visited a few months earlier and did not see the construction process, they would not even notice or care.

Never visited this particular store, but would hazard a guess it was never a 'dive' in the first place....:rolleyes:

Why?
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You say you haven't been to this store but from the sounds of it you clearly haven't been to New York. This store is a main attraction in an area with tons of attractions (Central Park, Time Warner bldg, the rest of the impressive shops on 5th ave etc). When the average person walks by, they stop, admire, and most likely, enter. Improvements are always welcome. Those questioning why are simpletons who like to get comfortable with the status quo
 
Waste of someone else's money?

I find it funny how some people are criticizing Apple for wasting their money on a project like this! I wonder if these people would criticize me for spending my money on things they don't like!

Is it a waste of money to redecorate your house, when the way it is is still functional?

Now Apple has a tourist attraction, and something very unique! I bet this store sees a lot more foot traffic and sales, but even if it doesn't it is still something Apple can be very proud of!

I'm just wondering how many birds will fly into it!
 
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odedia said:
I completely agree with Ron Johnson, the old design was way better. The new one is just too boring. Sometimes, Steve got it all wrong.

In "Steve Jobs", the biography, there is this paragraph:

- Ron Johnson was not thrilled by the idea (Of changing the store). He thought the eighteen panes actually looked better than four panes would. "The proportions we have today work magically with the colonnade of the GM building", he said. "It glitters like a jewel box. I think if we get the glass too transparent, it will almost go away to a fault". He debated the point with Jobs, but to no avail. "When technology enables something new, he wants to take advantage of that", said Johnson. "Plus, for Steve, less is always more, simpler is always better. Therefore, if you can build a glass box with fewer elements, it's better, it's simpler and it's at the forefront of technology. That's where Steve likes to be, in both his products and his stores."
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So that's why Ron Johnson quit? What a wuss. Just kidding!

I admit it's a cleaner look, but they should have embedded some lighting into the glass, particularly the corners. Then, it would have been an awesome glowing glass cube with an Apple logo in the night.

Is it Gorilla Glass this time? Is that why they didn't use it for the iPhone 4/4S because they wanted all the material for the store instead?

I saw the metal pegs around the old structure. What would stop an idiot from jumping the curb and smashing into it with their car, or a crazy homeless person or some hooligan to vandalize it?
 
AppleMark said:
Yes, I can see a difference. But I suppose some of us are just asking why (in a supposed recession), there was the need to do so? Anybody else following the G20 IMF fiasco....?

I am guessing that if the average person walked by, who visited a few months earlier and did not see the construction process, they would not even notice or care.

A little bit like you looking at the perfectly good roof on your house and deciding that you should change it for the same colour roof tiles, just slightly different size ones.

I go to an Apple store to look at all the 'shiny stuff' inside, I do not pay too much attention to the exteriors or interiors, as they are all pretty much the same.

Never visited this particular store, but would hazard a guess it was never a 'dive' in the first place....:rolleyes:

Why?
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+ 1

Is it nicer? Yes but it was nice enough as it was. 6 Million could go to so much better causes especially during these times.
 
I do see a difference with the new one, but the old one looks cool at night. I'll wait until a see pictures of the new one at night.

Honestly, I have no idea why they needed to change it though. :/
 
odedia said:
I completely agree with Ron Johnson, the old design was way better. The new one is just too boring. Sometimes, Steve got it all wrong.

In "Steve Jobs", the biography, there is this paragraph:

- Ron Johnson was not thrilled by the idea (Of changing the store). He thought the eighteen panes actually looked better than four panes would. "The proportions we have today work magically with the colonnade of the GM building", he said. "It glitters like a jewel box. I think if we get the glass too transparent, it will almost go away to a fault". He debated the point with Jobs, but to no avail. "When technology enables something new, he wants to take advantage of that", said Johnson. "Plus, for Steve, less is always more, simpler is always better. Therefore, if you can build a glass box with fewer elements, it's better, it's simpler and it's at the forefront of technology. That's where Steve likes to be, in both his products and his stores."
Click to expand...

That was my thought as well... I thought the other one, while arguably not as elegant... was visually more interesting and dazzling. The new one you can hardly see as well. You have to refract some more light, in my opinion. Perhaps if they could find a way to to make it appear luminescent in the daytime... and give it more color, you can still enjoy the elegance of less hardware but maintain visual impact.
 
JGIGS said:
+ 1

Is it nicer? Yes but it was nice enough as it was. 6 Million could go to so much better causes especially during these times.
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Knowing Apple, there were reasons for doing this other than aesthetics but they won't share them in case it tarnishes the image they're trying to project/protect. It'd be a lot less magical if it turned out the connecting hardware was failing in some way and would need to be replaced every few years.

That being said, this is one of the most photographed landmarks in New York so they're going to spare no expense in making it as magical as possible. They've proven that there's nothing more important to a company than branding.
 
JGIGS said:
+ 1

Is it nicer? Yes but it was nice enough as it was. 6 Million could go to so much better causes especially during these times.
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Oh please don't play the "but there are starving children in Africa" card. This isn't your money, or my money; its Apple's money. Apple has always contributed its fair share for charitable causes.

Why should Apple change anything? My Macbook Air looks awesome, so instead of Apple working to improve it, they should instead give money to people who have fallen on tough times?

Please....

If it were people like you running Apple, computers would still be unimaginative beige boxes.
 
This giant cube was visible for months while it was “hidden,” and became nearly invisible when it was “revealed.”

JGIGS said:
+ 1

Is it nicer? Yes but it was nice enough as it was. 6 Million could go to so much better causes especially during these times.
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I’m not sure Jobs didn’t pay for this himself; I’m pretty sure I paid for the first one. Still, 6 million is 6 million. (Although that covers more than just the cube alone, I imagine the cube is the biggest chunk!)

With any luck, the new design—and the media attention it’s gotten—and the mindshare and talk it causes—and what it says to the world (not just NYC) about Apple’s attention to detail and pursuit of perfection—will over time pay for itself and generate more than the 6 million dollars that were spent. (Much like a 6 million dollar ad campaign, or any company’s multi-million-dollar HQ. These things sound abstract and indirect, yet they can boost sales over time.) If that happens, Apple will have more money, not less, for their charitable activities :) And as investments go, I’m sure 6 million is a drop in the bucket of Apple’s marketing and mindshare expenditures.
 
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This is textbook psychology pioneered by the Catholic Church over hundreds of years. Build an impressive and futuristic building (Cathedrals with stained glass windows were awe-inspiring in the middle ages) then the peasants will believe you have either supernatural powers or something worth having and paying money for (religious belief...or an iPhone). The bottom line is that both institutions (the church and Apple) want your money.......and your soul !!
 
The new design is nice. The old design was nice.

Personally - I don't think the new design will affect the company's bottom line other than it cost 6 million.

Of course - for the next week or so, there will be press about it - so they do get some benefit from it in some regards.

But overall - I don't think people care THAT much about the change nor will know that there even was one.
 
Never been to NYC, never seen the store in person. But I'm inclined to agree with Ron, and worry Steve may have been wrong about this.

Based on photos, the old one was just damn prettier. This one is boring and looks like it isn't there.

But I will reserve final judgment until we see some nighttime photos.

(Wish I would've got to see the old "glimmering jewel" cube in person though... sigh).

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markcres said:
This is textbook psychology pioneered by the Catholic Church over hundreds of years. Build an impressive and futuristic building (Cathedrals with stained glass windows were awe-inspiring in the middle ages) then the peasants will believe you have either supernatural powers or something worth having and paying money for (religious belief...or an iPhone). The bottom line is that both institutions (the church and Apple) want your money.......and your soul !!
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brilliant post!
 
I just read they donated the previous cube to the starving children of Africa. Its now resting in the Sahara desert, bringing apple joy to one and all. Inside is a well of fresh drinking water, but you need an apple ID to access it.
 
ugahairydawgs said:
Please explain to me how spending $6M on a new structure that is marginally different from the previous is somehow going to make Apple a better company?

A waste of money, if you ask me.
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It's detailed renovations like this that makes Apple, Apple. Their attention to detail and their viewpoint of money being no object to their goals is what makes them special.
 
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