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I must admit that before visiting the new Apple Store on Fifth Avenue in New York City, I wondered to myself whenever I saw the photos: “Where is the store?” I had the chance to visit it very recently, only about a week after it opened its doors, and of course I realized my initial confusion.

I think it’s a brilliant concept. Just the appearance of the exterior is enough to lure all passersby down the spiral staircase and inside the enormous, underground store, even if they weren’t planning a visit. I’m sure lots people are already telling their friends to go visit it (myself among them). It certainly has that ‘wow’ factor. I can see it becoming one of the must see locations in New York City, especially for Mac users.

I didn’t have the chance to see the exterior cube by day, but by night it looks amazing. I went in there at about 11pm, and it was still busy! Unfortunately I spent very little time in the store because I didn’t have much time to look around. It looked more or less like any other Apple store I’ve been to, only with more tables, more computers, and more space, which means that even on a very busy day, there’s a computer for everyone.