Apple Is Planning Something HUGE For Their 10th Retail Anniversary [Breaking]

Apple Is Planning Something HUGE For Their 10th Retail Anniversary [Breaking]

Confirming our exclusive report last week that Apple Stores were scheduling meetings with all retail staff in late May, we’re now hearing reports that all Apple Stores in the United States will hold all-hands meetings for the morning of Sunday, May 22nd. And given the preparations and secrecy, something big seems like it’s about to shakedown in celebration of Apple’s ten year retail anniversary.

The latest update on the late May meeting comes from MacStories, and is confirmed by Boy Genius Report, who adds the following:

• “There’s an overnight shift planned for around 10-15 individuals at each Apple Store to work from late Saturday all the way through mid-Sunday.”

• “During the overnight shift, it’s going to be required that employees lock cell phones in the main office. They will also have to sign an NDA with Apple.”

• “There are a wide variety of roles, we’re told, for the overnight shift. This includes all visuals staff, a manager, a business team member, a few Genius team members, one back-of-house employee, and a few generic Apple specialists.”

• “Apple stores have apparently already received hardware to install, and are expecting more hardware to come on Friday or Saturday. All materials that Apple stores have received have been instructed to be under lock and key until after close on Saturday night.”

• “Apple employees will be putting up black curtains at all stores so that people walking outside cannot see inside.”

• “Employees have had to download gigabytes of data from Apple corporate labeled, “training” in a password-protected zipped folder that won’t accessible to managers or anyone else until Saturday afternoon.”

• “Lastly, all Apple retail stores have mandatory meetings on Sunday, May 22nd. Most meeting are scheduled for the morning, but there are evening meetings as well.”

Apple’s 10th retail anniversary is technically on Thursday, May 19th, but it seems as if Apple intends to celebrate it on Sunday, May 22nd instead, maximizing publicity and attendance. This would also explain why the all-hands meeting is scheduled before work on Sunday, as opposed to after-hours Sunday, as is traditional.

Either way, whatever these Apple Store employees are prepping for, it’s pretty clear that Apple’s kept the details of this event pretty close to their chest up until now. This is the first we’ve heard of it. It has to be something huge, though.

What could May 22nd hold in store for us? A new product? New hardware? Or just a day of discounted products and free goodie bags at all their Retail Stores? No matter what it is, it sounds like Apple Store customers as well as employees should mark the date.

  • Euro_MacHead

    “No matter what it is, it sounds like Apple Store customers as well as employees should mark the date.”

    Which date exactly? The anniversary itself would be Thursday. 
    But according to this : Sunday? Monday? Saturday? 

  • brownlee

    We clarified a bit. Apple’s tenth anniversary is May 19th, technically, but that’s a bad day to do a celebration, so we think they’ll shift to May 22nd instead. 

  • MadMyk

    hah…jokes on them the world is gonna end the 21st!!

  • dcj001

     One word: Thunderbolt.

  • Tankfantry

     I am hoping it’s just product give-aways for the 10th anniversary as, i.e. shirts, pins, etc as I JUST got my iPad 2 today.  Regardless I’ll check it out. as, i.e. shirts, pins, etc as I JUST got my iPad 2 today.  Regardless I’ll check it out.

  • prof_peabody

    They usually do events like this for new product, but there isn’t even a hint of a mention of a rumour of any new product lately, so I’m gonna go with MobileMe free for all and introduction of the iCloud.  

    Either that or we are all over-reacting and its just free anniversary t-shirts and the typical, tired 10% discount they offer from time to time.   

  • Charley

    They’re rolling hardware with a flux capacitor.

  • Guest

    And for the UK and other countries besides the US?

  • MacAdvisor

    I don’t suppose Apple is just getting ready for the rapture, scheduled for May 21st, according to some:

    http://www.ebiblefellowship.co

    Personally, I look forward to all the rightwing Christians being gone. More parking spaces, fewer Republicans, less opposition to gay marriage, but what if the real meaning of the rapture is all the Apple employees will be taken up by God, leaving behind the rest of us to fend for ourselves? We draw back that curtain on the 22nd and it says, “Ha, ha.” 

  • Bobby Scruggs

     hahaha my birthday is on the 21st! i should get something, not the end of the world….too bad im not in town for the 22nd…

  • Steven Chaffer

    @ Prof. peabody…Ill take the “serial killer priest”. Its more…..fitting. I wasnt able to re-comment on that thread because I was at work. Lol….

  • Martin Buckler

     Wait, all employees will be in store with secret hardware behind blackout curtains overnight with secret instructions for the event that the managers don’t even know about? Sounds like Apple are planning a surprise party for their employees to mark 10 years! 

  • mahimahimahi

     interesting comment. I know all of the accessories are supposed to be on the market in the summer. Would thunderbolt require such a big commotion?  +1 

  • ctt1wbw

     I got it.  Catherine Bell is going to be the new Apple spokesman.  Oh yeah!

  • iHate_Is_Back

    You know dude there’s trying to be funny and there’s just being stupid. Stuff like the rapture isn’t meant to be humorous and neither is right wing morons who like thumping drums to show the world how moronic they are. As sad as they may be their stupidity is dwarfed only by the sheer ignorance of people like you. If you truly believe that if Christianity disappeared from the world gays wouldn’t be discriminated against I’ve got a killer deal involving the Eiffel tower in Paris for you. Play your cards right and I may even sell you the Golden Gate Bridge too.

  • iHate_Is_Back

    double post disregard

  • iHate_Is_Back

    Since this is all rumor lets sweeten the rumor mill shall we.
    First 1000 customers through the doors get a free iPad, iPhone, iMac, Macbook Air and a copy of iWork autographed by good old Woz himself.
    The Apple faithful can only hope and dream lol :)

    See MacAdvisor that’s whats called tongue and cheek humor

  • MacAdvisor

    Whoa, dude, did someone forget to take their lithium today? 

    Speaking of the Eiffel Tower, did you know it is six inches shorter just before dawn than at the end of the day? Expansion and shrinkage due to heat absorption changes the height. Additionally, the tower was to stand for only 20 years; it was to be dismantled in 1909, when its ownership would revert to the City of Paris. The City had planned to tear it, but as the tower proved valuable for communication purposes, it was allowed to remain after the expiry of the permit. It is now the most-visited paid monument in the world. 

  • iHate_Is_Back

     Good to see you’re working on tongue and cheek humor and know how to use Google

  • Chris

     10 years of retail are enough – they’re now giving away everything for free :D

  • Gunge

    ROFLMSO!

    Oh well, back to the future…

  • Goober

    I like how you wrote HUGE.

    I like pie.

    I hope its a HUGE pie.

    Chocolate.

  • Gunge

    Rumour control here…

    And meanwhile in the UK….

    After getting tthe iPad2 for all her closest family members & Corgis …   http://www.thesun.co.uk/sol/ho… 
    …   the Queen is planning to be nipping across the pond after the Ireland
    gig to arrange something special in the UK, in case we have to wait  and wait .. 
    (

    I have it on good authority that the Queen was so impressed that she’s negotiated
    an  iPad2HRHLE  production run with Steve for sale only in the UK.
    Queuing in Oxford Street London is expected, so bring tents.

  • poppa1138

    free ipad2 or iphone4 for the first customer of the day at each store,start queuing now..

  • Aaricus

    What’s the benefit of keeping whatever this is, secret?

  • yMikey

    because iPhone for t-mobile.  They have data rate plan change announcement on the same day. read this – http://www.tmonews.com/2011/05

    cheers,
    mike d.
    http://www.yMikey.com 

  • Jon Grumm

    Many of us think there is no god and the idea of rapture is ridiculous. It’s pretty ignorant for YOU to not realize that. Do you really think you magical cloud man is going to whisk you away to paradise? Gimme a break, and lighten the fuck up.

  • Jasonkiddy

    The phrase is “tongue *in* cheek”

  • billmayor

     Well THANKS for raining on my parade…  I packed my suitcase for nothing.

  • Well? Have you?

     Have you had your Weetabix?

  • I actually know but…

     LOL, there is nothing afloat. It’s just the quarterly retail meeting. No special event, no anniversary sales etc.

  • Jon Grumm

     Sorry Bill

  • iHate_Is_Back

     I only eat bran flakes keeps the system regular

  • iHate_Is_Back

     I only eat bran flakes keeps the system regular

  • iHate_Is_Back

    If you think God is a dude with a white beard in white flannel sitting on a cloud I suggest you go get your head examined. As for your belief system I couldn’t care less what you believe and care even less whether you approve of my beliefs or not. You see if you want respect you give respect and considering you show nothing but a lack of respect there’s no respect to be given back to your beliefs. You threw the word ignorant out I suggest you look up its meaning and try practicing what you preach. That being said I’m not a hateful person because someone differs in their belief systems.

    God bless you Jon Grumm may His love always be with you and your family.

    P.S.
    You really don’t want to be getting to foul mouthed with me. Life is way to short to be running around acting like an ass so try posting a pic with a smile on it and lighten up already. Trust me your jaw won’t break off if you smile.

  • iHate_Is_Back

     I stand corrected tongue in cheek

    Thank You :)

  • Aholi

    Just a hint: it is going to be about iBooks and digital Books.
    Think different!

  • Jm

    It’s the White iPhone!! on their homepage now.

About the author

John BrownleeJohn Brownlee is a Contributing Editor. He has also written for Wired, Playboy, Boing Boing, Popular Mechanics, VentureBeat, and Gizmodo. He lives in Boston with his wife and two parakeets. You can follow him here on Twitter.

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