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Apple began its 50th-anniversary celebrations on March 13, 2026, with an unannounced Alicia Keys performance at Apple Grand Central, the company’s store overlooking the main concourse of New York City’s Grand Central Terminal. The event came ahead of Apple’s actual anniversary on April 1, the date it was founded in 1976.
What happened at Apple Grand Central?
Apple restricted access to its Grand Central store while a stage, sound equipment and lighting were set up. Keys’ pink piano offered a clue, but the performer was not disclosed to invited press and YouTubers in advance. Keys appeared and performed in the store area above the terminal’s main concourse. Tim Cook and other senior Apple executives attended.
| # | Preview | Product | Price | |
|---|---|---|---|---|
| 1 |
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The Diary Of Alicia Keys | $7.69 | Buy on Amazon |
| 2 |
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As I Am | $9.98 | Buy on Amazon |
| 3 |
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The Element Of Freedom | $9.98 | Buy on Amazon |
The performance was the opening event in Apple’s reported series of celebrations for its 50th anniversary. Apple described its plans that week as a chance to recognize the creativity, innovation and impact made possible by its technology. MacRumors’ event report covered the New York kickoff and Apple’s anniversary message.
When was the concert, and why was it before the anniversary?
The concert took place on March 13, 2026, at Apple Grand Central inside Grand Central Terminal in New York City. It was an advance kickoff, not the anniversary itself: Apple was founded on April 1, 1976, so its 50th anniversary fell on April 1, 2026. Getty Images’ event listing also dates the gathering to March 13 and identifies the venue and Cook’s attendance.
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Could the public watch?
Apple invited selected media and YouTubers, but the performance was not confined to a private room: people in the terminal’s public concourse could watch. The best description is an invitation-led surprise event with public visibility—not a widely advertised, ticketed concert. The available coverage does not establish a public sign-up or ticketing process.
What songs did Alicia Keys perform?
An eyewitness account published through Yahoo reported a performance lasting about 45 minutes, including “Fallin’,” “Girl on Fire” and “Empire State of Mind.” Those are reported songs, not a confirmed complete set list. The account also noted that the event did not include a product pitch. Read the eyewitness account.
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Which Apple executives attended?
Coverage identified CEO Tim Cook, marketing executive Greg Joswiak, retail chief Deirdre O’Brien and hardware engineering chief John Ternus among those present. Getty’s event photography separately documents Cook at the gathering.
Why Alicia Keys?
Apple has a history of working with Keys: she performed at Apple Music Festival 10 in London in September 2016 and at Apple’s New York Holiday Masquerade Ball in December 2022. She was also among the first artists featured in an immersive Alicia Keys experience for Apple Vision Pro. Apple’s reporting did not establish a specific reason for choosing her as the anniversary kickoff performer, so that history provides context rather than a confirmed explanation.
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Was this Apple’s only anniversary celebration?
No. Later coverage described the New York performance as the start of celebrations in multiple countries. Events reported in China and South Korea included a performance by Li Yuchun at Apple’s Taikoo Li store in Chengdu; coverage also described a planned collaboration involving the Sydney Opera House. MacRumors’ anniversary guide tracks those reported events, while its March 21 coverage discusses the international celebrations.
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