Apple to update Fifth Avenue Store

Apple is updating the Fifth Avenue Store’s glass cube design by going from 90 glass panes to 15 massive pieces of glass.

There’s no hard business reason to replace the Cube. It wasn’t falling down, […] and it won’t lead to an immediate increase in profits. Apple is replacing it for no reason other than that they found they could push the boundaries of glass and have chosen to manifest that innovation.

This is exactly what sets Apple apart from the rest. (via)