Apple drops small NYC Flatiron store to focus on much larger Apple Store in GM Building

“Apple is retreating from a planned retail store in the Flatiron District to focus on a larger location in the General Motors Building, sources said,” Suzanne Kapner reports for The New York Post. “Apple had signed a lease for a 2,500-square-foot space at 136 Fifth Avenue, between 18th and 19th Streets, but has since put the lease up for disposition, according to a source. Apple has decided to instead focus on a 20,000-square-foot store under construction in the General Motors Building at Fifth Avenue, between 57th and 58th streets. The site will be Apple’s second Manhattan location — the company opened a store in the city’s trendy SoHo district in July 2002.”

“‘Maybe bigger is better for Apple,’ said Faith Consolo, who heads up retail leasing and sales at Prudential Douglas Elliman… Another Apple store opened yesterday in the Staten Island Mall,” Kapner reports.

Full article here.

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Related articles:
Microsoft plays catch-up to Apple, looks to open branded retail store in NYC – August 29, 2005
RUMOR: Apple Store coming to Midtown Manhattan beneath transparent glass cube – March 04, 2005
Report: Apple to begin work on second New York City retail store – January 25, 2005


  1. Not exactly a new idea, but Apple is really positioning themselves unlike ever before. Macs were big in the 80s, but distibution was nothing like this. If the iPod phenomenon is the end result of some really good strategic planning, these stores are also playing into a grander strategy that is only starting to take off. Exciting!

  2. Tekserve is a waiting pain, but I’ve had good service there. The wait lines at the Soho store are just prohibitive, though. Having a store anywhere near Columbus circle will be a good thing. The Flatiron building is the coolest, though.

  3. I’m glad Apple rethought their foray into the Flatiron District.

    Tekserve is great! They’ve been around support the Mac community seemingly forever, so it’s good that Apple isn’t stabbing them (and US!) in the back by putting in a store right around the corner.

    Also, Flatiron is the pro photo district (and not a big tourist mecca, like Fifth Avenue or SoHo… has unfortunately, become) so there are lots of small shops selling Apple gear or who directly support the Mac that would have been adversely affected by an Apple incursion, as well.

  4. Yeah, I guess I don’t want to see Tekserve go *away* but maybe if they had a little less on their plate, they could fix my stuff faster.

    Anyway, Fifth Ave & 57 is a strange location. Close to Central Park, but not close enough to be a landmark like FAO Schwartz. Midtown, mid-manhattan… average, but not awesome for where anybody lives.

    Now put it in the Warner center over on Columbus Circle, and you got yourself a real convenient west-side establishment.

  5. 136 5th Avenue (18th-19th) is the old Andrews Coffee Shop building, for those who know the neighborhood. No doubt Tekserve is thrilled.

    57th & 5th is great – Apple is taking over the step-down entrance from the plaza outside FAO Schwarz. Anyone who’s been in that area around Christmastime will be able to appreciate how advantageous it is.

    The Flatiron (district, *not* the building, which is on the 23rd-5th-Broadway intersection) location was cool, but maybe too close to the Soho store.

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