Apple has kicked off celebrations marking its 50th anniversary with events taking place around the world, starting with a special performance at Apple Grand Central in New York City.
The celebrations began on March 13 with a live performance from 17-time Grammy Award-winning artist and producer Alicia Keys. Performing from the iconic steps inside Apple Grand Central, Keys delivered a set featuring several of her best-known songs as crowds gathered inside the historic retail location.
Apple says the performance was captured using iPhone 17 Pro, helping bring the atmosphere and energy of the event to viewers through the device’s camera system.
The company plans to mark the milestone throughout the month with events in cities around the world. Apple says the celebrations highlight creativity, innovation, and the ways people use Apple products to create, connect, and express themselves.
Alicia Keys has had a long relationship with Apple’s platforms and technologies. She was among the first artists to release her music catalog in Spatial Audio on Apple Music and previously headlined an Apple Music Live performance. In 2024, her project Alicia Keys: Rehearsal Room was also among the first Apple Immersive experiences released for Apple Vision Pro, offering fans a closer look at her creative process during a rehearsal session.
Apple CEO Tim Cook also appeared on stage during the New York event to greet attendees.