Apple

Apple 'Caught' Setting Up Shooting Gear at the Fifth Ave Store (NY)

Apple is allegedly filming a commercial inside its Fifth Avenue retail store

By Filip Truta, Apple News Editor

30th of May 2008, 08:50 GMT

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Rumor has it that Apple is planning to film a commercial inside its Fifth Ave Retail Store in New York for the presentation of the new iPhone model. Folks over at the iLife went down there and obtained quite a wealth of clues as to what products are involved in the commercial.

The news further fuels suspicions raised by Apple itself through a note on the official website saying that the Fifth Avenue Apple Retail Store "will be temporarily closed Thursday, May 29 at 3:00 p.m. and will reopen Friday, May 30 at 9:00 a.m." The Cupertino-based electronics makers advise fans to visit one of their stores in two other locations during this time: Apple Store, SoHo, or Apple Store, West 14th Street (Manhattan).

Trying to point out the unusual nature of Apple's behavior concerning this particular store, The iLife notes that Fifth Ave Apple Store is normally open "24 hours a day, 365 days a year", while the only two times it was closed for just a few hours were when Apple rolled out Leopard and the iPhone last June.

On the scene, reporters could see lighting being set up to highlight the Cube and elevator, while people were "mingling around the tables" and director chairs. Strange enough, "all computers have the Leopard aurora desktop background showing with no menubar or icons", suggesting Apple had changed the appearance of its computers to use them for demonstration.

A bunch of black cases labeled "Anonymous 5 4" further raised question marks as to what Apple is so careful not to reveal until the time is right, while most people were "congregating around the iPhone tables", the publication reports.

The iLife even spotted the 5th Ave HR Manager standing outside the store, "dressed well and clearly happy about this event". Any readers who might want to add some of their own findings are welcome to do so.

TAGS:

Apple Store | Fifth Avenue | New York | glass cube | commercial

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