Apple quietly launched its 50th anniversary celebrations with a surprise live performance by Alicia Keys at the company’s Grand Central Terminal store in New York City. The event caught many visitors off guard because Apple had closed the store earlier in the day without revealing the reason, and preparations inside quickly turned the retail space into a small concert venue where Keys later performed for invited guests and members of the public gathered nearby.
The company started setting up the stage a day earlier with lighting rigs, sound equipment, and a piano that matched Alicia Keys’ signature pink style, and by the time the doors reopened the space looked more like a music stage than a typical Apple Store, creating a rare live performance setting inside one of Apple’s most famous retail locations.
Apple invited a small group of YouTubers and media members to the Grand Central store but did not reveal the artist ahead of time, and the surprise unfolded only when Alicia Keys stepped onto the stage and began the performance.
Several senior Apple leaders attended the event, including CEO Tim Cook, marketing chief Greg Joswiak, retail head Deirdre O’Brien, and hardware engineering leader John Ternus. People passing through the Grand Central Terminal area also gathered around the store to watch the show from outside as the music played inside the venue.
Alicia Keys’ Long History With Apple
Alicia Keys has collaborated with Apple on several occasions over the years, and the company has featured her music and performances across multiple events and platforms. She appeared at the Apple Music Festival in London in 2016 and performed again during Apple’s NYC Holiday Masquerade Ball concert series in 2022. Apple also released a 3D immersive Alicia Keys experience called Rehearsal Room for Apple Vision Pro, which placed viewers inside a virtual rehearsal performance.
Tim Cook said earlier this week that Apple plans to celebrate the company’s 50th anniversary over the coming weeks while recognizing the creativity and innovation that people have built using Apple technology. The milestone itself arrives on April 1, 2026, marking five decades since Apple first started operations in 1976.
