This rating is based on customer reviews, inventory size, pricing, and service quality
Recent feedback on Apple SoHo in New York, NY is highly polarized. Many praise personable, knowledgeable staff who resolve issues quickly and make purchases, pickups, and repairs smooth; others report rude or dismissive interactions and a few repair disputes. The airy store is easy to browse, but pickups and Genius Bar often face long waits and thin staffing, with unclear queues and limited communication on timing. Inventory for common items/pickups seems fine; pricing is rarely mentioned. Net: strong individual specialists, inconsistent service overall. Score: 65/100.
Apple retail store selling iPhones, iPads & more in sleekly designed spaces.
Monday
9:00 AM - 9:00 PM
Tuesday
9:00 AM - 9:00 PM
Wednesday
9:00 AM - 9:00 PM
Thursday
9:00 AM - 9:00 PM
Friday
9:00 AM - 9:00 PM
Saturday
9:00 AM - 9:00 PM
Sunday
10:00 AM - 8:00 PM
What clients say about Apple SoHo in New York (NY)
I cannot rave enough about the excellent service we received tonight. We were having trouble buying a new phone and getting it linked up with tmobile. By no fault of apple... the employees were very sympathetic to the issue and patient with us. Even gave is a delicious recommendation for dinner. Cannot thank them enough.
This was one of the most infuriating retail experiences I have ever had. I went to Apple SoHo to buy an iPhone 17 listed at $799, but before the phone was even brought out, I was shown a total of over $900. Since $799 plus NYC sales tax should have been much lower, I asked for an explanation. If the difference was due to carrier-related charges, the employee checking me out should have explained that clearly instead of responding with a dismissive and unprofessional attitude. Instead, I got no meaningful breakdown, no clear answer, and was treated as if asking a basic pricing question was somehow the problem. I walked out without buying because I was not willing to hand over that amount of money without a transparent explanation.
What happened next made the situation even worse. I escalated the issue to Apple’s Executive Relations expecting at least a clear written response, but the entire process felt like a wall of scripted, robotic deflection. Instead of addressing the issue directly by email, they kept pushing me to call. Then when I called during the hours provided, I was sent to voicemail and could not reach anyone directly. So I was denied a written explanation, pushed into phone tag, and then left with no real way to reach an actual person. At that point, it no longer felt like customer service. It felt like deliberate avoidance and a complete lack of accountability.
For a company that constantly markets itself as premium, this was an embarrassingly poor experience from start to finish: unclear pricing, dismissive in-store treatment, and follow-up that was robotic, inaccessible, and effectively useless. Apple SoHo and the corporate team behind this complaint handled the situation in a way that felt disrespectful, opaque, and far below the standard Apple claims to represent.
Spent 5 hours at this Apple Store trying to get some help with my iPhone that randomly stopped working due to an issue with Apple’s hardware (this is what they told me after the first 2 hours, code 4013).
I was bounced across 7 different Apple employees. Spent an hour on the phone with some guy named Seven who had a worse attitude than Miranda Priestly in The Devil Wears Prada. Then the manager that was helping me left without telling me and resolved the case while I’m still there waiting on hold with Apple Customer Support team, which they asked me to do
This was the most hilariously bad experience I’ve ever had with Apple. What has happened to this company
Went to the Genius Bar here, hung out for maybe an hour and a half and was able to work while they changed a battery for me. Busy but not too busy at 5pm on a Wednesday and got progressively busier so make an appt before 5.
Very disappointing experience. I had to wait over 30 minutes just to buy a watch band. I asked several staff members for help, and each time I was told to “wait a moment,” but then I was completely ignored.
When we finally asked if we could make another appointment, the staff suddenly became rude, saying everyone was busy, and then just handed us the band without any proper service.
For a brand like this, the level of service and efficiency is really unacceptable.
It is the slowest, least effective or efficient operation you will ever see. There’s no alternative really if you need Apple products serviced - maybe that’s why it’s so slow and SUCH a rip off on pricing if your warranty has run out.
They helped me tremendously in choosing the ideal iPad and keyboard for my needs. The initial staff member who was supposed to assist me with the setup wasn’t very helpful and eventually disappeared, but her colleague immediately stepped in and took over.
She was absolutely amazing (unfortunately, I don’t remember her name). What truly impressed me was that she was assisting four other customers at the same time, and she handled everyone flawlessly.
I went to SoHo's Apple Store to try Vision Pro today, and my experience was very good. Chris P. Explain everything about vr glasses in a very clear and accurate way. He took the time to introduce all the functions to me and made sure that I felt comfortable throughout the presentation.
Chris was also very patient and careful. He answered all my questions and never made me feel in a hurry. His professionalism and enthusiasm really made this experience enjoyable. I was very excited and happy about the whole visit when I left.
Thank you, Chris P. for such a wonderful experience!
Akil was an enormous help when I recently visited. He went above and beyond to make sure I received the precise product I wanted, he explained everything thoroughly and ensured that I had a superb experience at Apple SoHo. He embodies the reason I and so many others are loyal Apple customers. Bravo and many thanks to him and his manager.
A beautiful building, housing possibly one of the most important institutions in our nation, a Post Office, was supplanted by certainly one of our nation's most destructive companies, Apple. What was once a place for people to do business, keep in touch with loved ones, and send and receive all kinds of commodities, has become a temple to consumerism, planned obsolescence, but maybe worst of all, tedious minimalist design, a cavernous angular box, devoid of decoration, or architectural flourishes. The theft of a public space from a neighborhood for private profit, a space for the people seized by the corporate class.
Although I have to say the service is quite nice.
I wish all the workers well.
Apple SoHo is such a cool place to visit, especially because of the glass building. The design alone makes it worth stopping by, and it feels really open and modern inside. The staff were helpful and chill, and everything was easy to look at and try out. Even if you’re not buying anything, it’s still a fun spot to check out while walking around the area. Definitely one of the cooler Apple Stores I’ve been to.
I had a very disappointing experience at this Apple Store while trying to replace an iPhone that developed issues just two weeks after being purchased brand new. This was clearly an Apple-related defect, yet the store manager, Andrea, refused to authorize a replacement and wasted a significant amount of my time.
What made the situation worse was the lack of basic customer courtesy. The manager did not even speak with me directly and behaved as though she was too busy to address my concern. As a result, my issue remains unresolved, and I left the store extremely dissatisfied with the level of service provided.
The staff is extremely rude and verbally insulted me. Went through two repairs, first repair the tech told me that he thought the repair was useless and that I shouldn’t have came in. Then I needed to get a second repair because that tech damaged my device. Then after the second repair, I get my MacBook back damaged (dented). The manager Meredith is not helpful and makes empty promises.
My whole case and issues started on October 10th, 2025. It’s been three months, now January 15, 2026, and my MacBook is STILL DAMAGED. Shame on this store, shame on Apple. I have AppleCare+, and I have been a lifetime loyal Apple customer. Absolutely feel like trash from how I am treated by this store.
I’ve tried contacting the associates from Apple for weeks, and have been ghosted by them since before Christmas.
This is my apple store of choice. Whenever I need a new product or to get something fixed, I come here.
However, when I’m in a rush and want to get things sorted out quickly, they tend to have really long wait times. The staff is super nice, helpful, and knowledgeable. But it definitely feels understaffed. It’s hard to pin down someone when you want to make a purchase and for fixing products, wait times really can be long.
TLDR; really nice store, but come here with enough time.
Do not go to this very slow location unless you have minimum 2 hours. I waited an hour for a simple repair only for staff to tell me I had to wait a couple of more hours. Where is the communication about the wait times while we are just sitting there? Why can’t someone give us atleast an estimate of an approximate wait time? Never again I’ll just ship my phone next time. The issue is not the wait time but the lack of clarity for those of whom ARE waiting patiently
Being asked to wait 30 minutes for a quote on a cracked screen is unacceptable.
Apple has built its reputation on respecting customers’ time, delivering seamless experiences, and removing unnecessary friction from even the smallest interactions. A screen repair quote is a routine request and should be handled with speed, clarity, and efficiency. Long wait times for something so basic contradict Apple’s core values of simplicity, customer-first service, and operational excellence. Especially when there are so many employees literally standing around (btw this is just one corner of the store).
Yesterday I went to pick up my Airpods Pro 3 at the store where Kevin and Andrea provided me with an excellent service.
Today I came back for an issue regarding the ear tips and Kit nailed it!
Thank you so much guys
I had such a lovely experience at Apple SoHo, even though I wasn’t there to purchase anything. The staff were genuinely friendly and welcoming, and no one made me feel pressured or rushed. The store itself is spotless and beautifully designed, which made the visit feel calm and enjoyable.
One thing I really appreciated was how comfortable the environment was. I was able to take some nice, aesthetic photos around the store without anyone staring or bothering me. It’s rare to find a retail space where you can simply enjoy the atmosphere, explore freely, and feel completely at ease.
Overall, Apple SoHo exceeded my expectations. Whether you’re shopping, browsing, or just soaking in the architecture and design, it’s definitely worth a visit.
xx kellychan360
this place is fantastic! i would love to thanks one of the staff member Hanif for being so welcoming, nice and such a great person. he is so passionate about apple products and he just gives you all the infos you need. he is also so patient ! favirite apple store ever.
Helpful and friendly staff who were able to resolve the issues at the Genius Bar with no unecesssy fanfare, quickly, and efficiently. Would highly recommend this location for its great employees (4 for 4 top notch attitudes and care level for everyone I talked to here, shoutout to Jennifer the lead plus both check in guys for Genius Bar, and the tech Richard who fixed my problems!)
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.
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.
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
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.
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