Apple was founded on April 1, 1976. On April 1, 2026, the company turns 50 — and it is not waiting until then to celebrate. Last Friday, March 13, Apple quietly shut down its iconic Grand Central Terminal store in New York City and transformed it into a live concert venue. The performer turned out to be 17-time Grammy Award-winning artist Alicia Keys, who took the stage atop the store’s iconic steps and delivered a surprise set in front of a packed audience of creators, media, and members of the public who happened to be passing through.
The Grand Central Concert
The whole event was kept secret until just hours before it happened. Apple set up a stage, lighting, and audio equipment overnight on March 12, complete with Keys’ signature pink grand piano. Apple CEO Tim Cook attended alongside senior executives including hardware chief John Ternus, marketing lead Greg Joswiak, and retail head Deirdre O’Brien. The entire performance was filmed on iPhone 17 Pro.
TechRadar’s Lance Ulanoff, who was present, described watching Cook rock back and forth enjoying the music, and senior Apple executives mouthing lyrics and grinning. Cook told TechRadar that Apple “developed a new muscle” in learning how to celebrate its history, and noted that Steve Jobs’ absence made the kind of large tent anniversary event that Microsoft hosted for its own 50th feel emotionally complicated for those who knew him.
Alicia Keys has a long history with Apple. She was one of the first artists to release her catalog in Spatial Audio on Apple Music, and her 2024 Apple Vision Pro experience “Alicia Keys: Rehearsal Room” was among the first Apple Immersive Video productions.
What’s Still to Come
Apple has confirmed it will host gatherings around the world throughout March, leading up to the official April 1 milestone. The events are designed to highlight human creativity and showcase what people can do with Apple products. No specific locations or performers have been announced beyond the New York kickoff.
Tim Cook sent a commemorative letter to fans earlier in the week, reflecting on the “creativity, innovation, and impact” made possible by Apple’s global community of users and developers over the past five decades.
The Grand Central concert also coincided with the week Apple launched seven new products simultaneously — including the MacBook Neo, iPhone 17e, and iPad Air M4 — making it arguably the most eventful week in the company’s recent history.
Apple’s 50th anniversary falls on a Wednesday this year. Keep an eye on apple.com and Apple’s social channels throughout March for further event announcements.
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