The hordes began lining up along Fifth Avenue eight days ago. Earlier this week, from inside their glass house, Apple store employees in familiar blue shirts (and the occasional derby cap) looked out towards the queue of customers eager to peel open the wrapping on their iPhone 5. But for employees at the flagship location, the yearly event is trading in its pomp for a more perfunctory feel.
Hushed by corporate mandates, Apple employees weren’t forthcoming about the launch. Betabeat approached several staffers the Fifth Avenue and Grand Central locations, but only one would speak to us on background. Sealed lips smiled calmly, despite the intensity of the reality distortion field outside the store.