Apple Hosts Surprise Alicia Keys Concert at Grand Central Store

Performance kicks off 50th anniversary celebrations for the tech giant.

Mar. 13, 2026 at 8:35pm

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Apple shuttered its iconic Grand Central Terminal store in New York City on March 13 for a surprise concert by Grammy-winning artist Alicia Keys. The event marked the start of Apple's 50th anniversary celebrations, with CEO Tim Cook and other top executives in attendance. Apple transformed the retail space into a temporary live music venue, inviting select media, creators, and guests to witness Keys' performance alongside her signature pink piano.

Why it matters

The Grand Central Apple Store is one of the company's most visible and high-traffic retail locations, making it an impactful venue for a special event. Alicia Keys has a long history of collaborating with Apple, and this concert kicks off the tech giant's plans to commemorate its 50 years of innovation and impact.

The details

Preparations for the event began on March 12, with crews installing a stage, lighting, and audio equipment inside the retail space. Keys took the stage after the store was temporarily converted into a small concert venue. People inside Grand Central Terminal could catch parts of the performance from outside the store, which is unusual as Apple typically keeps its retail spaces open during business hours.

  • The surprise concert took place on March 13, 2026.
  • Apple was founded on April 1, 1976, placing the milestone 50th anniversary on April 1, 2026.

The players

Alicia Keys

A Grammy-winning artist who has collaborated with Apple on various events over the years, including performing at the Apple Music Festival 10 in London in 2016 and headlining the NYC Holiday Masquerade Ball in 2022.

Tim Cook

The CEO of Apple, who attended the concert alongside other senior executives.

Greg Joswiak

Apple's marketing chief, who attended the event.

Deirdre O'Brien

Apple's retail head, who attended the event.

John Ternus

Apple's hardware engineering chief, who attended the event.

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What they’re saying

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

What’s next

Apple has not yet detailed additional celebrations tied to the 50th anniversary milestone.

The takeaway

Apple's decision to host a surprise Alicia Keys concert at its iconic Grand Central Terminal store highlights the company's commitment to creating memorable experiences for its customers and community. This event kicks off a year of celebrations marking Apple's 50 years of innovation and impact.