The iPhone 16 is just around the corner, with pre-orders having begun last week, and the official launch set for tomorrow, September 20. To mark this occasion, Apple has transformed its iconic Fifth Avenue store in New York City, lighting it up in hues inspired by Apple Intelligence.

Ahead of the iPhone 16’s arrival, Apple’s Fifth Avenue location was adorned with a dazzling display, as reported by eager customers who visited the store on Thursday night to be among the first to get their hands on the latest device come Friday morning. The renowned glass cube has been illuminated with colors matching the new Siri interface, a standout feature of the iPhone 16 powered by Apple Intelligence. In addition, the cube features decals showcasing the phrases “iPhone 16” and “Hello Apple Intelligence.”

This isn’t Apple’s first time transforming the Fifth Avenue store to commemorate a product launch. Earlier this year, the company placed a massive Vision Pro atop the cube to promote that product’s introduction.

Despite Apple’s extensive marketing of the iPhone 16’s Apple Intelligence capabilities, these AI-powered features won’t be accessible right away, as they are scheduled to roll out with iOS 18.1 next month. Some of the highly anticipated features, like the enhanced Siri, Genmoji, and Image Playgrounds, will not be available immediately.

The initial wave of Apple Intelligence tools arriving with iOS 18.1 will include Writing Tools, summarization capabilities for articles and notifications, audio transcription, and a “Clean Up” feature in the Photos app. Initially, Apple Intelligence will be available only in US English. By the time iOS 18.2 is released later this year, other variants of English will be added, while languages like Chinese, French, Spanish, and Portuguese are slated for inclusion next year.

In terms of pricing, the iPhone 16 starts at $799 in the US, while the iPhone 16 Pro will be available starting at $999.