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Was Fifth Avenue Backdrop for iPhone?

June 9th, 2008

Was a six-second clip of the new iPhone 3G responsible for closing the Fifth Avenue (NYC) store for 18 hours last month? It’s appearently true, according to the new television commercial that debuted today to promote the new faster, smaller device. In the commercial, two security guards carrty a heavily armored box, and then unlock it. As the iPhone slowly rises up, the camera swivels to reveal the Genius Bar logo out-of-focus in the background, flanked by two video screens. Watch the video here, and see a still from the movie after the break.

 

iPhone at Genius Bar


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nice commercial but it seems like it could have been shot in a studio. Does it make economic sense to shut down the flagship store for 18 hours and then use so little of it? Perhaps other spots will show more iconic views of the 5th avenue store.

jose June 9, 2008 at 10:38 pm

18 hours to shoot? i think not

steve June 9, 2008 at 10:41 pm

Is this shot obviously from inside a store, yes. But with the lighting rig, director’s cart, and especially the 50′ or so camera jib they had on 5th Ave., there’s no way they spent that kind of investment just to throw us off of what we ultimately knew was going on inside.

-Brian

Brian Kaempen June 9, 2008 at 11:53 pm

I think the 5th Ave Store was the perfect spot for this shooting.Why?
It is, as every reader of ifoapplestore should know, beneath the ground floor.So no windows and only one entrance to guard from courious bypassers.
Otherwise i wonder, if it is wise to close such a high-profit-store for 18 hours.

Steve will know

Martin June 13, 2008 at 4:47 am

thats not fifth ave. ive been in there enough times to know. look at the video very closely. 1-the genius bar isnt long enough. 2-as the camera pans to the left across the bar, you can see the wall to the left of the bar, with 4 imacs on it. at 5th ave, there is no wall to the left of the genius bar, theres the ipod bar to the left of the genius bar, and a hallway to the left of that, and even if it was shot farther back from the bar, theres a wall of product and much more space between the corner and the opening to where the bar is.

anonymous June 13, 2008 at 8:40 am

It might be at one of the new stores like Boston or Sydney, that way you don’t have to worry about closing the store at all cos the store hasn’t even opened yet!

artr June 21, 2008 at 4:56 am

i’ve been to the Apple Headquarters in Cupertino for Genius training. One of their satellite training facilities has a mock store.

perhaps that’s what they used?

(i’m not an apple employee anymore)

anonymous July 9, 2008 at 10:40 am
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