Since Steve Jobs opened the first Apple Store in 2001, the brand has changed its lighting design concept five times. For each period Apple developed sophisticated details and even started registering the design including the lighting as a trademark. Daylight, interior lighting and exterior lighting contribute to the successful brand communication. The image of a natural sky and atmosphere has been perfected over time. In addition, the brand contributes to convivial street life through the outdoor lighting. The reopening of the 5th Avenue store in New York reveals the creative mix of daylight, luminous ceilings and outdoor lighting.