Overview
- Apple temporarily closed its Grand Central Terminal retail location on March 12–13, then used the space on March 13 for an unannounced Alicia Keys performance to open its 50th‑anniversary festivities.
- Apple CEO Tim Cook attended alongside senior leaders Greg Joswiak, Deirdre O’Brien, and John Ternus, underscoring the event’s prominence within the company’s celebrations.
- Crews installed staging, lighting, and audio gear, and Keys performed at a pink piano as observers reported signs of video production during the setup.
- Although invitations went to select media, creators, and guests, commuters and passersby in Grand Central could watch parts of the show from outside the store.
- Apple says the milestone will be marked with events around the world in the coming weeks, with the company’s 50th anniversary falling on April 1, 2026.