When Apple Computer Inc. opened its first Apple retail store in 2001 in a shopping mall in McLean, Va., critics saw the initiative as an expensive, dubious gamble. But as Apple prepares to take the wraps off its latest, most ambitious store yet -- on New York's Fifth Avenue, opposite the Plaza Hotel and Bergdorf Goodman -- there are few doubters left about Chief Executive Steve Jobs's retail strategy.

On Friday evening, five years after opening its first store, Apple will unlock the doors to a subterranean store that sprawls...