Apple Updating 5th Avenue Cube with New Glass Technology

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  Scott G

  9 years ago

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  Apple is utilizing panels people used to think impossible to make, that's the point. When they first began building the glass staircases the glass fabricator had to build new equipment to accomodate Apple's designs. It's everything Apple stands for they are innovators, not just in their own industry they've pushed glass manufacturer's, fabricators, and glaziers (installers) to come up with solutions to things people once thought impossible.

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  Jim H

  9 years ago

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  I don't know enough about Industrial glass to know how advanced this is, but I'd guess that Apple's constant redesigns are also to advance their production capabilities, and the industry in general as well. And "marketing"? Well, gee, it's a marketplace. Don't we all love marketplaces? This is an advertisement for Apple: constant design emphasis. Constant change by design. I'm still trying to understand the accusation that reengineering glass is "reckless." What? Glass is sand and stuff, crystallized and treated a million different ways. I'm not seeing this horrific recklessness in this aesthetic product.

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  Jim H

  9 years ago

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  I don't know enough about Industrial glass to know how advanced this is, but I'd guess that Apple's constant redesigns are also to advance their production capabilities, and the industry in general as well. And "marketing"? Well, gee, it's a marketplace. Don't we all love marketplaces? This is an advertisement for Apple: constant design emphasis. Constant change by design. I'm still trying to understand the accusation that reengineering glass is "reckless." What? Glass is sand and stuff, crystallized and treated a million different ways. I'm not seeing this horrific recklessness in this aesthetic product.

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  Glen

  10 years ago

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  Does anyone know how they waterproof this structure. Is it a rubber seal and apple silastic? Anyone been right up close to see the joins. I asking as a draftsman in the building industry. Thankyou.

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  Indian T.v Serials

  10 years ago

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  I wonder what was the catalyst to make this change. It's already quite iconic and I'm sure the cost is high for the change.

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  Webdesign

  10 years ago

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  It looks a little bit boring to me.

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  Jomy

  10 years ago

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  This is a great example of Apple's brilliant marketing. The old cube was one of the most photographed landmarks in NYC. The story of how Apple tore down a perfectly good glass cube to make a better, simpler one will be told millions of times. This reinforces Apple's brand image of providing superior products and not settling for good enough. The new cube will inspire and stand as a monument to the passion that has made Apple what it is.

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  Androo

  10 years ago

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  ...it's new, but doesn't look as interesting. Are all refreshes good ones?

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  akw

  10 years ago

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  i like that apple is always updating and pushing limits with new technology...BUT, i like the 90 panels so much better aesthetically. the way the light hits the seams is so beautiful. the new one lacks dimension and just looks lackluster.

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  gork platter

  10 years ago

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  It's hardly a pointless exercise. Why do people keep buying new iPads and new iPods that are incrementally cleaner in appearance and form?
  
  After all, even people in the retail industry know that boutique stores require a periodic refresh.

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  Barkley

  10 years ago

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  "Sent from my iPad." Lol, it's been 10 years since the original design. I can't fault a technology company for wanting to keep its image updated.
  
  Also, apparently they found a buyer for all 90 of the old panels by a company in china that goes by the name "Apple Stoer".

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  Ryan

  10 years ago

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  Isn't it obvious? This isn't a pointless "upgrade", my guess is they're testing out the glass in a real situation prior to using it in their new HQ.

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  Charles

  10 years ago

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  No Apple, you are using 105 panels, because you already used 90. This is absurd, on par with George Lucas remastering the original trilogy because when he initially made it the technology wasn't there. Innovation would be if they made the cube out of all the glass from their products that are designed to be obsolete in 2 years. Apple is a great example of American design, it's beautiful, well marketed, and reckless.
  
  Sent from my iPad.

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