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Alicia Keys Kicks Off Apple’s 50th Anniversary Celebrations at Grand Central Store
On March 13, 2026, Apple commenced its 50th-anniversary festivities with a surprise performance by Alicia Keys at its Grand Central store in New York City. This event marked the beginning of a series of global celebrations planned by the tech giant.
The Grand Central store, known for its architectural elegance and central location, was temporarily closed to the public to host this exclusive event. The performance was kept under wraps until the day prior, when hints began circulating about a special occasion at the store.
Alicia Keys, a 15-time Grammy Award-winning artist and native New Yorker, delivered an intimate set that captivated the select audience. Her performance included a mix of her classic hits and newer material, resonating with attendees and setting a high bar for the anniversary events to follow.
The event was attended by several of Apple’s top executives, including CEO Tim Cook, Senior Vice President of Hardware Engineering John Ternus, Senior Vice President of Worldwide Marketing Greg Joswiak, and Senior Vice President of Retail Deirdre O’Brien. Their presence underscored the significance of the occasion and Apple’s commitment to celebrating this milestone with both grandeur and intimacy.
The choice of Alicia Keys for this inaugural event was fitting, given her longstanding relationship with Apple. In 2016, she headlined the Apple Music Festival in London, expressing her enthusiasm by stating, I love London and performing at the Roundhouse! I can’t wait to see you there. It’s going to be magic! ([9to5mac.com](https://9to5mac.com/2016/08/25/apple-music-festival-london-lineup-announced-alicia-keys-bastille-britney-spears-calvin-harris-chance-the-rapper-elton-john-more/?utm_source=openai)) More recently, in 2023, Keys praised Apple’s Spatial Audio technology, noting that it completely reimagined every note, every sound, every instrument, every voice. It sounds like you’ve never heard it before. ([9to5mac.com](https://9to5mac.com/2023/06/22/spatial-audio-transforms-music/?utm_source=openai))
Apple’s 50th-anniversary celebrations are expected to continue with a series of events worldwide, each designed to reflect the company’s journey and its impact on technology and culture. The Grand Central performance by Alicia Keys has set a precedent for these celebrations, blending surprise, exclusivity, and a deep connection to the brand’s history and future.
