Apple SoHo in
New York (NY)

Waited for 1 hour past scheduled genius bar appointment. Staff were friendly and helpful but wait time was too long.

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.

I had better experiences at this location. Pick up experience in-store was awful today around 6:30. Female sales rep at first floor counter scanned pick up code but is a terrible communicator. No queuing for pick up allow people to cut in. I waited patiently and another male sales rep saw me and nicely offered to help which was the right thing to do. She didn’t care when asked that someone offered to help. Instead she finished with a customer and passed me off to male manager/lead in rudest way without a saying a thing. Manager got pulled into something wrong and he was defending the sales rep refusing to offer apology or acknowledge poor customer service. That’s fine however his leadership remark about active listening is not an excuse for this kind of behavior. To end on staying positive and giving second chances, The Apple products are great but the Apple staff ought to smile and be nice especially during the holidays!!!

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.

Came in to get a replacement phone, Akil helped me and he was wonderful. So patient, helpful, and informative!! He walked me through the whole process and helped me coordinate setup with my carrier. Thank you so much!!

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.

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?!

The service attitude is good. I went to replace my phone and the clerk arranged it very quickly and replaced it in 10 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.

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!!!

IG @johnny.novo
Tiktok @jnov__
Substack @johnnynovo

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

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.