It’s amazing how easily you can make people believe something that’s completely bogus. Improv Everywhere, a YouTube prank group, turned a New York City subway train entrance into a fake Apple store a few weeks ago. They had members dressed like Apple employees and people “waiting” for the store to open. The group convinced passers-by that this was a pop-up store put in place while the original one is being renovated until early 2018. People were quick to believe the story and the video is actually hilarious. It quickly went viral, with almost 5 million views on YouTube.
Improv Everywhere started bringing their “Apple employees” and customers, lining up for the then still-unreleased iPhone X. They started the act by putting a big Apple logo to a glass elevator at the corner of East 23rd Street and Park Avenue in Manhattan leading down to the platforms for the Lexington Avenue Line from the NYC underground.
Along with the preparations, 50 fake customers started lining up on the sidewalk. Also, the fake employees, wearing blue shirts, were standing near the entrance and cheered as people were walking down to the trains. As you may imagine, the scene attracted more onlookers. Of course, these were told by the fake employees that a new Apple Store was opening in the subway station since Apple’s glass cube store on Fifth Avenue was currently being renovated.
The “employees” had another task, too. They started convincing people to line up for the recently released iPhone X. Some of them even came out of the elevator holding white bags while acting excited.
The prank managed to confuse many, and some even joined the queue for the iPhone X, as Improv Everywhere explains in a blog post:
“A few people who believed us actually got in line to wait, hoping to get their hands on the iPhone X early. We were worried this might happen, and we really didn’t want to waste anyone’s time. So our Apple employees would tell people that we’d run out of phones, and only the first 50 people in line would get one.”
The internet was also quick to react by means of a Reddit discussion.
“Anyone knows what Apple event is going on at the 23rd street 6 train stop in NYC?” one user wrote. “Walked by and there was a long line for the subway elevator, and Apple employees lined up welcoming people into it one at a time.”
“Just spoke to one of the employees, looks like they’re doing a silent iPhone X release to advertise the new store,” another user replied.
The iPhone X was, at that time, still not released. The improv act was the idea of Josh Berger, Deanna Director, and Maggie McClurken. It was directed by Improv Everywhere‘s Charlie Todd.
To act credence to the fascinating social experiment, some innocent spectators were interviewed by “reporters” who were part of the improv act. If these wanted to stand in line with the other people in line, they were told that only 50 devices were available for the 50 people already in line.
Watch the whole video below:
Here are stories by people who are already breaking the new iPhone X.