I bought a new mobile phone for my mother in this store today. The staff were very enthusiastic, especially Mr. Kingman, who helped us solve the problem of transferring the mobile phone number very well. We will continue to patronize this store in the future.
The Genius Bar service was great, but as a young Black man in SoHo, I couldn’t ignore the side-eyes from security when I entered the store and the constant feeling of being watched and followed. While there, I actually set up my Genius Bar appointment online from my phone while still in the store, but ended up leaving to kill time because I felt too uncomfortable browsing.
great experience here! as soon as you walk in, you’re greeted by an employee who directs you on where to go or answers your questions. the lines are long because it’s a popular location but it’s very well organized and the employees are experienced! they’re very understaffed for the amount of traffic they get.
Thank you Labib for making my life easier while helping me purchase the Apple iPhone 17 Pro Mac in Cosmic Orange. You have an amazing personality and I even watched you help others with kindness
Insanely unstaffed and it’s literally a Monday at 11AM. Went to pick up an iPad, super easy and quick. I had no questions or anything. But there was a whole group of people waiting for the same. Waited over half an hour and nothing. The staff was nice and kind but it’s just ridiculous, I just left.
Terrible customer service. I went in to pick up my new iPhone 17 and was going to receive a kit in the mail to send back my old iPhone. I asked about the process and the lady helping said “I don’t know. I’ve never done it” .. ok.. well how long does it take for an adjustment of billing with the trade in? “I don’t know”
Can you ask someone who does? “No. It’s going to be at least 2 weeks” like what kind of customer service is that?!
I purchased an iPhone 17 Pro Max 256GB on September 19, 2025. From September 22–24, I visited the Apple Store in SoHo three consecutive days to exchange it for the 512GB model. After finally securing a reservation for the device on 09/24, I was refused the right to make a direct exchange.
An Asian employee at the store stated that he “didn’t have the option” to process an exchange and insisted that the only solution was to return my 256GB device and repurchase the 512GB model, instead of simply charging me the $200 difference. When I asked for the balance to be placed on an Apple Gift Card rather than processed as a refund, he also refused, claiming he did not have that option either.
He then falsely told me that I had 30 days to make an exchange. After confirming with Apple online and by phone, I learned this was untrue the return and exchange window is 14 days, and there has been no extension. I was explicitly told, “there is no such thing as a 30-day exchange/return policy.”
This SoHo Apple Store is actively denying customers their right to exchange devices in favor of pushing new sales. That is a direct violation of Customer Rights and Apple’s official Return/Exchange Policy and a disservice to customers.
Yesterday I filed a complaint with the Better Business Bureau to bring attention to these unfair and misleading business practices.
They need to work on their queue management. Had to wait for 30 mins (holding a small kid) to get attended to buy a watch while once attended I was able to make the purchase within 3 minutes.
Worst customer services ever … today is the first day for new iPhone release … I came to pick up my order … but there are no signs and instructions at the front door … asked the staff and they are so rude (esp the front door guy) and said I am helping other customers … and every staff is just like attending funeral event …. No smiles … no welcoming … I think the dead of Apple begins
Omg — what a pleasant experience with Zahra! She was extremely professional, patient, and thorough. She took the time to answer all my questions clearly and made the entire process smooth and stress-free. Truly one of the best experiences I’ve had with an Apple Specialist.
the soho apple store is really nice my apple pencil nib broke off and the lady immediately found the replacements, checked me out, and then saw that i had a cracked off bit still on my pencil and had their genius bar fix it in under a minute! overall really kind and fast with service :)
I had an experience at this Apple Soho store yesterday that really brought me back to why I started writing these reviews in the first place. Do you ever have just such an exceptional customer service experience that you need to tell someone?
Shoutout to my guy Kevin here at the Apple store. What a legend. I walked straight into the belly of the consumerism beast to upgrade my Iphone as I shoot my dumb little food videos in 4k 60 fps, and it has absolutely MOGGED my storage. I need to delete every clip after posting a video. My 256 GB phone is no match for 4k 60 fps. I need that 1 TB to stay flowy.
When I informed Kevin of my pressing issue, he gave me every last option before letting my pockets get hit for that 1TB phone: "You should buy more Icloud storage..." -- "I did but now I gotta redownload everything when it's time to edit and that takes forever."
"You can opt to download and keep originals in your settings so they stay high quality" -- "I don't have enough storage for that..." -- "Okay that's true..." he responded.
I truly appreciate an employee looking out for a customer rather than just making a quick sale. They don't make them like Kev anymore.
We also just started chopping it up, and he was such a cool personable dude. He's been working here for 9 years... Kev not new to this!
I asked him if he could get Tim Apple on the phone so I could pitch him a few ideas including a smaller iphone (3GS size) and to bring an ipod back so I could go workout and not have my phone on me... I miss disconnecting from my phone for at least 90 min a day.
Kev responded "Yeah for sure! Let me just dial him up real quick" with a cheeky grin.
The Kevins of the world need their shine. GIVE HIM A RAISE Y'ALL!!!
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Disappointed that I could not use my Apple Pay to purchase something at the store and when they found out that there was something wrong there was no way that they could help although I’m already in the Apple Store. It’s frustrating that they cannot call Apple support for you that they cannot create a an Apple support claim the lady made me feel like I had no money. It’s confusing to think that when you go to the Apple Store itself that your questions will be answered, but there’s truly no one there to help me with the technological problems. They need to build Apple support inside the stores. They need to make it so when you show up at the store, you cannot only buy a product, but you can get your questions answered and your products fixed if need be.. because what is the point of going all the way to Apple if they can’t answer your questions or help you solve your issues I’m disappointed.
First, I want to thank God, and then instructor Ola the kind woman who taught me the art of driving. She did so with great conscientiousness and gave me the confidence I needed. She always guided me and trusted in me, training me with such dedication. If she hadn't been with me, I wouldn't have succeeded. I had failed five times before meeting her. If I had known her earlier, I would have avoided such a long and difficult road, because not everyone works with such integrity. As someone whose morale drops when a Instructor shouts, I truly appreciated Instructor Ola's high morals and conscientiousness.
Thank you, Instructor Ola. You had so much patience and answered my many questions until I finally succeeded. I wish you all the best. People like you, who do their work with such integrity, should be role models for us all.
Pretty frustrating experience getting an iPhone fixed. Have to come back twice. Even with an appointment, you are asked to wait for an hour if your appointment is in the evening. The wait is better in the morning. However, there’s no estimate on the wait time nor can you leave the store while you wait.
Stopped by to buy a new phone been in here past 1 hour no one helped me yet or anyone asking me if I need help . Maybe they are judging me the way I dressed because I’m on my bicycle . Horrible!!! Store wasn’t even busy at alll
recently bought a new iPad from Apple Store and I had the pleasure of working with Chris during the entire process. From start to finish, Chris was incredibly friendly and helpful. He answered all of my questions with patience and provided clear, detailed explanations to ensure I was making the right choice. He made me feel comfortable and confident in my decision, which made the experience so much smoother.
Chris went above and beyond to ensure I was happy with my purchase, and I truly appreciate the level of care he put into helping me find the right iPad for my needs. It's rare to find customer service like this, and I highly recommend Chris for anyone looking to make an Apple purchase.
HORRIBLE EXPERIENCE. I spent 3+ hours waiting for a backup to receive a new phone. After that, this very rude and condescending employee, LUIGI (bald guy), gave me my new phone, said he wasn't able to help set it up with the phone carrier because they don't work with my phone carrier, which is fine. But he failed to tell me that the new phone needed an update and would take a while. I waited an hour and still was not done, I had to go home with no phone. Plus he didn't even clear my other phone when I gave it to him. And I'm still unable to set up my new phone.
I brought my phone to Apple SoHo for repair. The process was fairly quick, and I got my phone back in working condition — which I appreciate. However, the device was covered by AppleCare, and without informing me, they removed the AppleCare coverage after the repair. I might still want to use AppleCare, so taking it off without asking me was really disappointing. It felt like they were saying, “Don’t bring it back if you break it again.” That attitude didn’t sit right with me. I expected a more professional experience from Apple.
At ~10am on a Sunday, store was not crowded; I was helped immediately. Apple staffer Kingman was courteous and affable, not at all hurried. He got me exactly what I wanted, installing the phone cover and screen glass expertly, meticulously. Kingman didn’t try to sell me a new phone, which I appreciated, nor did he mention the execrable “Apple Intelligence” they’re pushing. There was no sales pressure or upselling. The large, airy store was quiet, a nice place to be.
The manager of this store needs more training. We want to buy an applewatch for birthday gift at this store on May 20th about 3PM, however, we waited there for about 20 minutes and no one helped us for product clarification. Finally, there is a staff tried to help us, but the manager stopped her and said this is not her turn! He said there will be someone coming for help and after 10mins there is no one coming. Several staffs are just walking around and the manager fully ignore our situation. We had a really bad experience at this store and I hope the manager will take trainings for in-store customer services, he is not qualified for a manager obviously.
Pleasant experience during my visit. As a customer walking in and seeing a great deal of people, I was a bit reluctant, however I felt acknowledged and welcomed upon entering. Surprisingly the staff appeared happy to be there,
This is such a nice Apple Store. It’s got 2 floors, the upstairs is essentially the Genius Bar. They also have a large screen with comfortable seating upstairs where I was told they do classes which I think is so great. The store has multiple devices of the same model so that at least 10 people can try the item out at once.
I had gone for a Genius Bar appointment. Making the appointment the day before was very easy and they were there to help me within 5 minutes of my appointment. Chris was very patient and listened to my concerns about laptop migration. He helped me through all the different options and answered all my questions. It took awhile to figure everything out and he didn’t rush me and listened to all my concerns.
Overall, I had a great experience at this store.
Insta: @TheShahLALand
One of the best Apple stores in New York! Everything is fast and well-organized. The staff is knowledgeable, efficient, and always ready to help. Great service and quick assistance
Unparalleled Experience with Apple Vision Pro
Aubrey at the Apple Store in SOHO gave my wife and me the most incredible experience we've had so far! She took us on an unforgettable tour of the Apple Vision Pro, and her enthusiasm, knowledge, and attention to detail were absolutely top-notch. She made the technology come alive, showcasing its potential in ways that blew us away. Hands down, the greatest tour ever. If you’re considering trying the Vision Pro, make sure to ask for Aubrey—she’ll make it an experience to remember!
Plus she gave us tips what to visit in Chicago!
I had a wonderful experience here with my in-store pickup of the Apple iPhone 16 pro in dessert gold. The lady that helped me did a great job in ensuring I understood everything that I needed to. She let me know I did not need to go to AT&T to activate my new iPhone, which saved me so much time. She helped me transfer it over from my iPhone 15 pro. I told her I didn’t like the color I selected for the new iPhone and she checked the inventory to see my other options. She even helped me cancel my mail trail-in so that I could trade it in right there and I did. Excellent experience, just one day later I already have the trade-in amount refunded back to my account and I just ordered it yesterday. Excellent experience, I get a new iPhone every year and I never knew my experience could be so seamless.
DO NOT GO TO THIS STORE!
We already knew the items( not iPhone) we wanted that didn’t need any setup and it took an hour to get the items. No one wants to help and I noticed someone who walked in after me getting their item.
Granted it is Launch day for the new iPhone they should hire more people to ensure everyone is served in a timely manner!
Great location, super friendly staff, and a stellar building, layout! The skylight and stairs in the center of this location brighten up the entire store. It is a very busy help desk, so be sure you schedule ahead of time or else you won’t be able to Get your questions answered.
125 W 3rd St, New York, NY
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