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Why the Apple Fifth Avenue cube is more than just an interior design revamp

Mimi Sabreena 8:49:00 AM Editor Choice

To most everybody, iconic Apple's 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 many types of people who hung around with no intention to buy anything, but to listen to music on iPods, or to edit a video with iMovie on an iMac, or make music in GarageBand on a MacBook made the massive aluminum-covered lair a haven for creativity. Read more...

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