Mac news from outside the reality distortion field
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December 19, 2007, 1:07 pm

NY Post: Apple building 4th Manhattan store

picture-53.pngApple (AAPL) has picked a spot for its long-rumored Upper West Side store, according to the New York Post. It’s an oddly-shaped site on the corner of Broadway and 67th Street currently occupied by a Victoria’s Secret lingerie outlet.

According to the Post, Apple plans to tear down the existing structure and rebuild from scratch, filling the 8,500 square foot space with rectangles of glass.

The address, 1981 Broadway, was once home to the Cineplex Odeon Regency Theater. That building was torn down by the Brandt Organization to make way for the white box that Victoria’s Secret moved into six years ago.

ifoAppleStore checked city records and reports that no permits have yet been issued for construction at the site.

Apple opened its first Manhattan store in Soho in 2002, its second on Fifth Avenue in 2006 and its third on West 14th Street just two weeks ago (see here).

Victoria’s Secret has nine other stores in New York City, including one at Broadway and 85th Street.

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Philip Elmer-DeWittSilicon Valley veterans like to joke that Steve Jobs must be surrounded by a reality distortion field; if you get too close to him, you start to believe what he's saying. Thanks to the success of the iPod, the launch of the iPhone and the renewed interest in the Mac, Apple has made believers out of millions of customers - and made a lot of investors rich. But Philip Elmer-DeWitt believes that an ounce of skepticism never hurts when writing about the company. He should know. He's been covering Apple - and watching Steve Jobs operate - since 1982, first for Time Magazine, then for Business 2.0, and now for Fortune.
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