In June 2015 it was reported that Apple would renovate its iconic Fifth Avenue retail store, temporarily relocating its operations to the vacated FAO Schwarz toy store in the General Motors Building. A MacRumors reader spotted a new sign in front of the iconic store that reveals the relocation will happen on January 20.
FAO Schwarz vacated its location in the General Motors Building in July 2015 due to the rising cost of rent. The space is just a couple feet away from the iconic glass cube, making the relocation largely seamless for frequent customers of the Fifth Avenue store.
Apple's Fifth Avenue store and the former FAO Schwarz space, far right (Flickr)
While the extent of the renovations at the Fifth Avenue store are unknown, the company has been expanding or relocating a number of its older stores to accommodate increased foot traffic. The Fifth Avenue location was last renovated in 2011, when larger, more seamless panes of glass were installed. The renovation was completed in November 2011.
Ahead of the closure, the store will have reduced hours of 6:00 a.m. to 11:59 p.m. on January 16-18. The location is usually open on a 24 hour, 365 day basis.
Friday September 11, 2026 11:30 pm PDT by Tim Hardwick
Apple's online store is down ahead of iPhone 18 Pro and iPhone 18 Pro Max pre-orders, which begin at 5:00 a.m. Pacific Time on Saturday, September 12.
"We love that early energy," reads the Apple Store's message when visiting the U.S. website. "Almost ready for you. Pre-order begins at 5:00 a.m. PT. See you soon." Apple has been opening pre-orders at 5:00 a.m. Pacific Time for several years, ...
Wednesday September 9, 2026 4:20 am PDT by Tim Hardwick
Apple's online storefront has gone down ahead of the "Surprise and Shine" Apple event taking place later today, where several new products are expected to be announced.
Apple is expected to announce new iPhone 18 Pro models and its all-new foldable iPhone Duo, as well as Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5. The company could also announce the release dates of its next...
Monday September 14, 2026 1:23 pm PDT by Joe Rossignol
Apple Victoria Gardens in Rancho Cucamonga, California reopened on Saturday with three key design changes, which will continue to roll out to other new and renovated stores.
MacRumors reader Katelyn H. attended the grand reopening and shared some photos of the renovations on LinkedIn. The store now has a Genius Bar again instead of a Video Wall, plus dedicated Apple Pickup and Today at Apple...
Too many clever words on that sign when a simple arrow would've sufficed (especially considering the number of non-English-speaking tourists that must visit that iconic store)
Perfect example for anyone new to Macrumors as far as what to expect in the forums. People will criticize Apple over the most ridiculous things and rarely is anyone happy.
I worked in that store from 2010-2011. Even back then, the traffic and crowding was unbelievable. Each week, the FDNY would send a fire inspector to see if there were more people than was safe, in case a fire broke out. And each week, they were far over the legal limit. Apple didn't give a ****; they paid the fine each week.
Perfect example for anyone new to Macrumors as far as what to expect in the forums. People will criticize Apple over the most ridiculous things and rarely is anyone happy.
Pathetic, isn't it? I like to get into a debate and discussion as many others on here, but the volatile hate that people spread on this site is absolutely overwhelming towards Apple. I don't agree with everything how Apple regulates, conducts or handles certain situations, but I certainly don't come on here and Vehemently rip every possible negative comment against Apple. Most of those who do that, have nothing to contribute to the actual article or topic of discussion. It amazes me how technology can seriously devastate somebody's personal life where they are so bitter and angry at them selves or Apple for inconveniencing them.
"Apple’s Fifth Avenue emporium probably has annual sales of more than $350 million, said Jeffrey Roseman, executive vice president of real- estate broker Newmark Knight Frank Retail. The location is 10,000 square feet, putting its sales per square foot at a minimum of $35,000, based on Roseman’s estimate.
Those sales trump tony jewelry sellers along the famed street — currently earning about twice as much: Tiffany & Co. rakes in just $18,000 per square foot, Harry Winston between $12,000 – $13,000."
Abercrombie pays annual rent of $12.5 million for a 25,000 square foot shop on Fifth Avenue. Apple probably pays more per square foot for its more prime location but regardless they are turning a serious profit in a location with incredible marketing value.
