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Apple Fifth Avenue: The cube is back

Apple Fifth Avenue: The cube is back
The New York City Landmark Returns Redesigned and Reimagined
New York — Apple today previewed the new Apple Fifth Avenue, an entirely reimagined space beneath one of New York City’s most recognized landmarks. With its distinctive, luminous glass cube rising above a newly designed public plaza, Apple Fifth Avenue is ready to resume its place at the heart of one of the world’s most vibrant creative communities.

Now nearly double the size of its original version with a higher ceiling and more natural light, Apple Fifth Avenue is a brighter, more expansive space, and the perfect stage for customers to discover and try Apple’s newest products. A new Forum will be home to free, daily Today at Apple programming, which kicks off Saturday with a special series that captures the creative spirit of New York. The area dedicated to Geniuses has also doubled, allowing the team to dramatically increase service capacity. It remains the only Apple retail location open 24 hours a day, 365 days a year.

“Our customers are at the center of everything we do, and Apple Fifth Avenue is for them, to inspire them, and to provide the very best place to discover our newest products,” said Tim Cook, Apple’s CEO. “It’s unique among Apple stores, and today it returns even more welcoming, and even more beautiful than ever. We’re so proud to be a part of this great city where so much happens every day.”

Steve Jobs opened the store in 2006 and personally welcomed the first customers to enter the cube. Since then, Apple Fifth Avenue has had over 57 million visitors, more annually than the Statue of Liberty or Empire State Building. The glass cube has been a beacon and an important focal point for product launches starting with the first iPhone in 2007. This Friday, Apple Fifth Avenue is set for its most significant launch ever with the availability of iPhone 11, iPhone 11 Pro, iPhone 11 Pro Max and Apple Watch Series 5.

The redesigned plaza is lined by 28 honey locust trees bordered with linear fountains providing a welcome and quiet setting to gather and sit. At the center stands the dramatic glass cube flanked by 18 mirror-glass Skylenses and 62 skylights that flood natural light into the expanded store below. Visitors enter by descending the new stainless steel spiral staircase, or by riding the dynamic circular elevator into the grand hall. The staircase is a remarkable design achievement with 43 cantilevered stair treads that support a floating cylinder of glass. Above is a back-lit, cloud-like ceiling made from curved fabric that combines artificial and natural light to match the real-time tones of sunlight throughout the day.

“We couldn’t be more excited and more ready to welcome customers back to Apple Fifth Avenue,” said Deirdre O’Brien, Apple’s senior vice president of Retail + People. “Not only is the new space and experience absolutely inspiring, our amazing retail Geniuses, Creative Pros and Specialists have worked so hard preparing for this day. Who they are, and the talents they bring, are so essential to the excellence we strive for at Apple.”

Apple Fifth Avenue will be staffed with 900 employees who speak over 30 languages. With the all-new Apple Watch Series 5, customers can experience the highly personal Apple Watch Studio to create a custom Apple Watch that expresses their individual style. For iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max, Specialists can assist customers with free Personal Setup for the quickest and easiest way to find the right plan, transfer data and start enjoying their new iPhone. And with Apple Trade In, iPhone is even more affordable.

Apple Fifth Avenue reopens tomorrow at 8 a.m.

Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch and Apple TV. Apple’s four software platforms — iOS, macOS, watchOS and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.

Press Contacts
Nick Leahy,Apple, nleahy@apple.com, (408) 862-5012
Ashley Rivera,Apple,ashley_rivera@apple.com,(408) 862-1381
Apple Media Helpline,media.help@apple.com,(408) 974-2042

iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max: The reviews are in

iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max: The reviews are in
Reviewers and creators from around the world are weighing in on iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max. Here are some of their early reactions and images:
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Apple awards an additional $250 million from Advanced Manufacturing Fund to Corning

Apple awards an additional $250 million from Advanced Manufacturing Fund to Corning
Harrodsburg, Kentucky — Apple today announced it is awarding $250 million from its Advanced Manufacturing Fund to Corning Incorporated, supplier of precision glass for iPhone, Apple Watch and iPad. Today’s award builds on the $200 million the company received from Apple’s Advanced Manufacturing Fund in May 2017. The combined investment supports Corning’s research and development into state-of-the-art glass processes, equipment and materials integral to the delivery of next-generation consumer devices.
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Apple Arcade: It’s time to play

Apple Arcade: It’s time to play
When Apple Arcade launches on the App Store on September 19, players around the world will start to get their hands on games that have been years in the making. The developers behind them have woven artistry, curiosity and a lot of heart into a curated selection of diverse, fresh games made possible by Apple Arcade. Here are just a few of their stories.
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Apple Arcade invites you to play something extraordinary

Apple Arcade invites you to play something extraordinary
Groundbreaking Game Subscription Service Launches on the App Store for $4.99 per Month on September 19
Cupertino, California — Apple today announced that Apple Arcade will be available on the App Store on Thursday, September 19 with iOS 13, offering an all-new way to enjoy games without limits. With a subscription to Apple Arcade for $4.99 per month, users get unlimited access to the entire catalog of over 100 new, exclusive games, all playable across iPhone, iPad, iPod touch, Mac and Apple TV. Apple Arcade is launching with a one-month free trial, and users will not find the games on any other mobile platform or subscription service. Apple Arcade games can all be played offline, and a single subscription includes access for up to six family members with Family Sharing. The catalog will exceed 100 games in the coming weeks as new titles are introduced, with more games to come every month. Apple Arcade will be available on September 30 on iPadOS and tvOS 13 and in October on macOS Catalina.
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Apple introduces dual camera iPhone 11

Apple introduces dual camera iPhone 11
Featuring the Fastest, Most Powerful Chip Ever in a Smartphone, Plus an All-New Dual-Camera System and Even Longer All-Day Battery Life
Cupertino, California — Apple today announced iPhone 11, delivering innovations that make the world’s most popular smartphone even more powerful, improving the features people use the most throughout their day.1 iPhone 11 introduces a powerful dual-camera system, offering an intuitive camera experience with the highest quality video in a smartphone and Night mode for photos. iPhone 11 is powered by the A13 Bionic chip to perform the most demanding tasks, while getting through an entire day on a single charge, and is designed to withstand the elements with improved water resistance.
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iPhone 11 Pro and iPhone 11 Pro Max: the most powerful and advanced smartphones

iPhone 11 Pro and iPhone 11 Pro Max: the most powerful and advanced smartphones
Featuring a Stunning Pro Display, A13 Bionic, Cutting-Edge Pro Camera System and Longest Battery Life Ever in iPhone with iPhone 11 Pro Max
Cupertino, California — Apple today announced iPhone 11 Pro and iPhone 11 Pro Max, a new pro line for iPhone that delivers advanced performance for users who want the very best smartphone. The new Super Retina XDR display is a pro display with the brightest display ever in an iPhone. The powerful Apple-designed A13 Bionic chip provides unparalleled performance for every task while enabling an unprecedented leap in battery life to easily get through the day. A new triple-camera system provides a pro-level camera experience with an Ultra Wide, Wide and Telephoto camera, delivering huge improvements to low-light photography and offering the highest quality video in a smartphone that is great for shooting action videos.
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Apple unveils Apple Watch Series 5

Apple unveils Apple Watch Series 5
Featuring an Always-On Retina Display, Built-In Compass and International Emergency Calling
Cupertino, California — Apple today announced Apple Watch Series 5, debuting an Always-On Retina display that never sleeps, so it’s easy to see the time and other important information, without raising or tapping the display. New location features, from a built-in compass to current elevation, help users better navigate their day, while international emergency calling1 allows customers to call emergency services directly from Apple Watch in over 150 countries, even without iPhone nearby. Apple Watch Series 5 is available in a wider range of materials, including aluminum, stainless steel, ceramic and an all-new titanium. Combined with the power of watchOS 6, users are empowered to take charge of their health and fitness with new features like Cycle Tracking, the Noise app and Activity Trends.
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Apple announces three groundbreaking health studies

Apple announces three groundbreaking health studies
In Collaboration with Leading Medical Institutions, Apple to Examine Hearing, Women’s, Mobility and Heart Health
Apple today announced three unprecedented medical studies, in partnership with leading academic and research institutions, that will reach more participants than has ever been possible. The studies will be available on the new Research app,1 which democratizes how medical research is conducted by bringing together academic medical institutions, healthcare organizations and the Apple products customers already make a part of their everyday life. Participants will contribute to potential medical discoveries and help create the next generation of innovative health products. The Research app will be available as a free download in the App Store later this year.
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Apple introduces new version of the most popular iPad starting at $329

Apple introduces new version of the most popular iPad starting at $329
Featuring a 10.2-Inch Retina Display, Apple Pencil and Smart Keyboard Support, and iPadOS for Powerful Multitasking and Creative Capabilities
Cupertino, California — Apple today introduced the new seventh-generation iPad, bringing more screen area and support for the full-sized Smart Keyboard1 to its most popular and most affordable iPad. Starting at just $329, the upgraded iPad features a stunning 10.2-inch Retina display and the latest innovations including Apple Pencil2 support, the fast A10 Fusion chip, advanced cameras and sensors, unmatched portability and connectivity, ease of use and great all-day battery life.3 The new iPad is available to order starting today and in stores starting Monday, September 30.
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