We wondered earlier today why Apple had temporarily shuttered its Grand Central Terminal store in New York City yesterday and today, and now we know why, they were preparing for a surprise concert from Alicia Keys, kicking off the tech giant’s 50th anniversary celebration.
Apple had invited select members of the media and YouTube influencers to the location, but didn’t announce what the event was all about, keeping everyone in the dark until Miss Keys took the stage.
Apple had been preparing for the concert since yesterday, when Apple closed down the store and began preparations, setting up the stage, bringing audio equipments and lights, along with Keys’ signature pink piano.
As you might expect, several Apple executives attended the concert, including company CEO Tim Cook, marketing chief Greg Joswiak, retail head Deirdre O’Brien, and hardware engineering boss John Ternus. Members of the public that were in the terminal were also able to watch the performance.
Alicia Keys has a long history with Apple, performing at several Apple events in the past. She appeared at the September 2016 Apple Music Festival 10 in London, and also sang at the at the NYC Holiday Masquerade Ball in December 2022 as part of Apple’s live concert series.
Keys also was one of the first artists to star an immersive video experience for the Apple Vision Pro with the 3D Alicia Keys: Rehearsal Room experience.
Earlier this week, Apple announced its plans to celebrate its 50th anniversary, which is on April 1, 2026. The company says it will celebrate “five decades of thinking different and the innovations that have helped shape the way people connect, create, learn, and experience the world.”
“Thinking different has always been at the heart of Apple,” said Tim Cook, Apple’s CEO. “It’s what has driven us to create products that empower people to express themselves, to connect, and to create something wonderful. As we celebrate 50 years, we are deeply grateful to everyone who has been part of this journey and who continues to inspire what comes next.”
(Photo credit: MacRumors)
