Apple staged a surprise Alicia Keys concert at its Grand Central Terminal store in New York City to kick off its 50th anniversary celebrations. The company secretly shut down the store and invited select YouTubers and media outlets, including MacRumors, while keeping the performer under wraps until Keys took the stage.

Preparations began the previous day with Apple setting up a stage, audio equipment, and lights featuring Keys' signature pink piano. Apple CEO Tim Cook and top executives including Greg Joswiak, Deirdre O'Brien, and John Ternus attended the private event, which was also open to the public passing through the terminal.

Keys has a long history with Apple, having performed at multiple Apple events including the Apple Music Festival in London and the NYC Holiday Masquerade Ball. She was also among the first artists to create an immersive experience for Apple Vision Pro. This concert marks the first of several anniversary celebrations planned over the next two and a half weeks leading up to Apple's actual founding date of April 1, 1976.